Overview
- On February 23, Gucci posted several teaser images labeled “Created with AI” on its official social accounts for the Primavera runway, scheduled in Milan on February 27 as Demna’s first show for the house.
- The visuals included a glamorous older woman in a fur coat in a restaurant, stylized car scenes, and models some commenters compared to video‑game characters.
- Social media responses skewed negative, with users calling the images “cheap” and “AI slop,” questioning why a luxury label would forgo traditional shoots, and some threatening boycotts.
- Brand experts offered split readings, with Matthew Drinkwater warning AI can undercut luxury’s craft ethos while consultant Blanca Zugaza Escribano framed the choice as intentional positioning at the nexus of fashion, art, and technology.
- Gucci has not responded to media requests, and the episode lands as other labels test AI in marketing, with recent examples at Valentino, Guess, and Zara drawing scrutiny over authenticity and creative labor.