Overview
- On February 23, Gucci posted social images tagged “Created with AI” to promote its February 27 Primavera show in Milan, the first under creative director Demna Gvasalia.
- The teasers included a fur-clad older woman in a restaurant, legs emerging from a car, models under a night sky, and a sports car, all of which could have been shot traditionally.
- Reaction on social platforms has been sharply negative, with users calling the visuals “cheap” and “AI slop” and questioning why a luxury house would forgo human-led shoots.
- Branding and innovation experts say the choice likely reflects a bid to align Gucci with fashion, art and technology, but caution that perceived replacement of craft can erode desirability.
- Gucci has not responded to media inquiries; the move echoes wider industry use of generative AI by labels like Valentino and retailers such as Zara and H&M, and comes as Gucci seeks to regain momentum after a steep 2025 revenue decline reported by parent Kering.