Valentino Faces Backlash Over AI-Generated Handbag Campaign
A recent Instagram advert by Italian luxury fashion house Valentino has sparked intense criticism for its use of artificial intelligence in promoting the DeVain handbag.
The fashion house collaborated with digital artists on what it called a "digital creative project," but the resulting visuals have been described by many viewers as "disturbing," "sloppy," and "sad."
Are AI Ads Undermining Luxury Fashion Credibility
The Instagram post promoting the handbag, clearly labelled as AI-created, features surreal imagery blending models with Valentino logos and the DeVain bag.
In one striking visual, models appear to emerge from an ornate gold version of the handbag, while in another, the brand's logo transforms into human arms that merge into a swirling collage of bodies.
Hundreds of comments criticised the use of AI, with some calling it "cheap" and "lazy."
One user wrote,
"This sucks. To be a “luxury” brand, this is so cheap and tacky."
Another added,
"Advertising campaigns are an opportunity to put talented creatives centre stage. AI in this instance is lazy at best."
Others described the campaign as "AI slop" and accused the brand of "rage-baiting."
Why Fashion Brands Are Turning to AI
Luxury and high-street brands have increasingly explored generative AI tools to create images and video quickly, seeing opportunities to cut production costs and experiment with new creative directions.
AI has also been cited as a way to improve design, manufacturing, and sizing processes.
However, its use has sparked concerns about displacing human workers and diminishing the perceived quality of fashion products.
H&M’s AI-created "digital twins" of models drew criticism for sidelining photographers, make-up artists, and models themselves, while a Guess campaign raised questions about AI’s influence on female beauty standards.
Does AI Replace Artistry With Efficiency
Anne-Liese Prem, head of cultural insights & trends at digital agency Loop, suggested that Valentino’s transparency about using AI shows "the right instinct," but backlash highlights a deeper cultural tension.
She explained,
"The main issue is not the technology itself – it is the perception of what the technology replaces. When AI enters the visual identity of a brand, people worry that the brand is choosing efficiency over artistry. Even if the execution is creative, audiences often read it as cost-saving disguised as innovation."
Are Luxury Brands Losing Their Human Touch
Coinlive observes that while AI offers new creative possibilities, it carries a clear risk: without a strong emotional concept, generative AI can make luxury feel less human at a time when audiences crave human presence and craftsmanship.
The Valentino backlash illustrates a growing challenge for fashion brands navigating the balance between technological innovation and preserving the artistry that defines their identity.
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