Gucci faced public criticism in February 2026 after using AI-generated images to promote its upcoming Milan Fashion Week show under creative director Demna Gvasalia. The Italian fashion house posted the images on social media, and users questioned how relying on AI instead of human models and photographers squared with the brand's stated emphasis on craftsmanship and creativity.
One widely shared image depicted an AI-generated elderly Italian woman wearing a vintage Gucci outfit, prompting a social media comment asking why the brand could not find "a real human Milanese grandmother" to model instead. Critics on social platforms labeled the campaign an example of "AI slop," a term describing low-quality, mass-produced AI content circulating online. The BBC reported the images were clearly labeled as AI-generated but that some users questioned why a luxury brand would use cost-cutting technology in its marketing rather than commissioning original photography.
Gucci and its parent company Kering did not respond to a BBC request for comment on the campaign. The controversy followed an earlier December 2025 AI-generated Gucci video showing photographers comically stumbling to photograph a runway model, and came as other luxury and high-street brands, including Valentino and H&M, have also tested generative AI in their marketing.
A fashion academic told the BBC that AI campaigns carry more reputational risk than traditional creative stunts, noting that missteps can generate significant negative publicity rather than the positive buzz brands intend. Not all reaction was negative: some social media users said the imagery still captured the brand's aesthetic.
Source: BBC News -- https://www.bbc.com/news/articles/cjwz6yzn5jqo