London, December 02, 2025
Italian luxury brand Valentino faces widespread criticism following the launch of its AI-generated advertising campaign for the DeVain handbag on Instagram, sparking debates over the use of artificial intelligence in high-end fashion and its impact on artistic integrity.
Valentino recently unveiled a “digital creative project” campaign featuring surreal, AI-generated images of models and the DeVain handbag, in which human forms morph seamlessly into patterns and the brand’s logo. The campaign was posted on Instagram with a clear label stating that AI technologies were employed in its creation.
Despite this transparency, the campaign met with severe backlash on social media platforms. Commenters described the advertisements as “cheap,” “lazy,” and “sloppy,” expressing disappointment that a prestigious couture house opted for AI-generated visuals rather than showcasing human creativity and craftsmanship.
Critics argue that such use of AI in the luxury fashion sector signals a shift toward prioritizing efficiency and cost-saving over traditional artistry. Many viewed the campaign as diminishing the brand’s cultural and creative values by relying on artificial means rather than talent and manual innovation.
Cultural insights expert Anne-Liese Prem from the agency Loop acknowledged Valentino’s openness about the use of AI but emphasized that the core tension arises from what AI replaces in the creative process. She observed that although the campaign may appear innovative, audiences often interpret AI-based advertising as a strategy to reduce production costs disguised as artistic advancement.
This controversy highlights broader industry concerns surrounding AI integration. It raises urgent questions about the potential displacement of skilled creatives and the possible erosion of the unique character and soul that define luxury products. For fashion leaders and policymakers, the incident calls for a careful examination of the implications AI holds for creative authenticity and employment within luxury sectors.
Valentino’s experience reflects a pivotal moment in fashion’s digital transformation, underscoring the delicate balance between embracing new technology and maintaining human-centered artistry. As AI continues to evolve, the industry must navigate how to integrate these tools responsibly without compromising the experiential and cultural value that consumers expect from luxury brands.