Gucci has found itself at the centre of a growing controversy after posting AI-generated promotional images for its upcoming Primavera Fashion Show in Milan — the brand’s first show under new Creative Director Demna. The posts, which carried a small “Created with AI” disclaimer, quickly drew sharp criticism across social media platforms.
Why Fans Are Upset
The AI-generated visuals depicted scenes including a woman in a fur coat walking through a restaurant, sleek car sequences, and a pair of models that some users compared to characters from the video game Grand Theft Auto. Critics wasted no time labelling the images “cheap” and “slop,” with one user writing, “You did not need to use AI for this, so tacky.” Another remarked, “Craftsmanship reduced to marketing narrative.” The core of the frustration lies in the perceived contradiction between Gucci’s image as a symbol of high-end artistry and its use of automated image generation in place of skilled photographers.
A Broader Conversation About AI in Luxury Fashion
The backlash has reignited a wider industry debate about where AI belongs in fashion. Luxury brands are traditionally associated with craftsmanship, human creativity, and exclusivity — values that many feel are undermined when AI tools replace real talent. Critics argue that brands like Gucci, with vast resources at their disposal, have no justification for cutting corners with automation. As AI continues to infiltrate creative industries, this incident highlights the reputational risks luxury labels face when embracing the technology without careful consideration.