Valentino fashion house faces backlash for 'disturbing' AI handbag ads

Italian luxury fashion brand Valentino has come under fire after sharing AI-generated advertisements for its new DeVain handbag. The campaign, part of a so-called "digital creative project" in collaboration with digital artists, has sparked controversy online.

Valentino's Instagram post, labeled as AI-generated, features a surreal montage combining models with the DeVain bag and the Valentino logo. In one scene, models appear to emerge from an elaborate gold version of the handbag. In another, the logo morphs into human arms, which then twist into a swirling formation of bodies.

Social media users reacted strongly to the visuals, describing them as "weird," "embarrassing," and "sloppy." Many criticized the campaign as "cheap" and "lazy," arguing that a couture brand should highlight human creativity rather than rely on artificial intelligence. Comments also accused the brand of failing to gauge public taste, with some calling the content "rage-baiting."

The backlash against Valentino's DeVain campaign comes amid broader scrutiny of AI in the fashion industry. Designers and brands have increasingly adopted generative AI tools to create images and videos quickly, aiming to reduce production costs and explore new creative techniques. However, concerns have emerged that AI could displace human workers and lower the quality of fashion outputs.

Anne-Liese Prem, head of cultural insights & trends at the digital agency Loop, noted that while Valentino's transparency about AI use was commendable, the negative response highlights cultural unease. She explained, "The main issue is not the technology itself it is the perception of what the technology replaces. When AI enters a brands visual identity, audiences often see it as prioritizing efficiency over artistry. Even creative executions may be read as cost-saving disguised as innovation."

Similar controversies have affected other fashion brands. H&M faced criticism for using AI to create "digital twins" of models, raising questions about its impact on photographers, make-up artists, and models. Earlier this year, an AI-generated advertisement by Guess, featured in Vogue, sparked debates about female beauty standards in fashion marketing.

Prem concluded that while AI offers "new creative possibilities" for brands, it carries risks. "Without a compelling emotional concept, generative AI can make luxury brands feel less human at a time when audiences crave genuine human presence," she said.

Author: Sophia Brooks