Valentino faces backlash over AI-generated handbag campaign

Italian fashion house Valentino has come under intense criticism after posting AI-generated advertisements for its DeVain handbag, with social media users calling the imagery ‘disturbing’ and ‘sloppy’. The BBC report describes how the brand’s digital-creative collaboration produced a surreal promotional video that quickly drew hundreds of negative comments on Instagram.

The campaign features morphing models, swirling bodies and shifting Valentino logos, all rendered by generative AI. Although the post clearly labels the material as AI-produced, many viewers noted that the brand’s reliance on the technology made the luxury product appear less appealing.

Commenters accused the company of prioritising efficiency over artistry and argued that advertising should showcase human creativity rather than automated visuals. Industry analysts have noted that the backlash reflects broader tensions within the creative economy.

Getty Images executive Dr Rebecca Swift said audiences often view AI-generated material as ‘less valuable’, mainly when used by luxury labels. Others warned that many consumers interpret the use of generative AI as a sign of cost-cutting rather than innovation.

Brands including H&M and Guess have faced similar criticism for recent AI-based promotional work, fuelling broader concerns about the displacement of models, photographers and stylists.

While AI is increasingly adopted across fashion to streamline design and marketing, experts say brands risk undermining the emotional connection that drives luxury purchasing. Analysts argue that without a compelling artistic vision at its core, AI-generated campaigns may make high-end labels feel less human at a time when customers are seeking more authenticity, not less.

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