AI or Art? Valentino's Controversial Handbag Ads Stir Creative Debate

Italian luxury fashion house Valentino is drawing intense backlash for its recent use of artificial intelligence (AI) in advertising their new DeVain handbag. The campaign announced a collaboration with digital artists as part of a ”digital creative project” but the AI-generated adverts have been labeled by critics as ”disturbing”, “sloppy”, and ”sad”.

The focal point of the controversy is an Instagram post showcasing a surreal collage of models intertwined with Valentino logos and the DeVain bag. Comments from users ranged from disappointment at the apparent laziness of AI art to calls for the marketing team to ”read the room” and not rely on ”AI slop” for their campaigns.

Dr. Rebecca Swift, a creative expert from Getty Images, noted that the public often perceives AI content as less valuable than human-made creations, especially from luxury brands that are expected to uphold higher standards. The backlash suggests a deeper cultural anxiety regarding AI’s role in creative fields, with concerns about it overshadowing human artistry.

While brands, including H&M, have explored AI’s potential to cut costs and streamline processes, this approach has faced scrutiny due to fears about job displacement and diminishing quality in the fashion sector. Anne-Liese Prem, from creative digital agency Loop, highlights a critical point: the perception of AI as a tool replacing artistry can overshadow the actual technological advancements it brings.

This incident underscores a growing tension as consumers seek more human connection in luxury branding at a time when they feel increasingly alienated by technology.