General · 25 February 2026
Gucci faces backlash for AI show images
Gucci has drawn backlash after unveiling AI-created visuals to advertise its upcoming Milan Fashion Week presentation. Critics online have mocked the campaign, arguing that synthetic imagery clashes with the house’s long-standing emphasis on artistry and Italian heritage. The debate comes as creative director Demna Gvasalia gets ready to introduce his first Milan showcase on Friday. Meanwhile, labels including Valentino and H&M have also experimented with generative AI in promotional campaigns.
Reported by BBC · How we write briefs