Gucci has drawn backlash after releasing AI-generated images to promote its upcoming show, PRIMAVERA at Milan Fashion Week 2026. Shared across social media platforms such as Instagram and X, the pictures quickly sparked debate on whether a luxury fashion house should rely on artificial intelligence instead of using human models and photographers, given that Gucci boasts of celebrating creativity and Italian craftsmanship.
“Bleak days when Gucci can’t find a real human Milanese grandmother to wear an outfit from 1976,” remarked one commenter as per BBC report beneath an AI-rendered portrait of a well-put elderly woman dressed in a vintage Gucci look. Another user on Instagram writes, “Terrible AI sloppy work. Shame on you.”
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Another user writes, “Why should people pay for a luxury brand that doesn’t even respect itself enough to use real people in their campaigns? Being cheap like that makes you no different than Zara.” Although the images were explicitly tagged as “created with AI,” many on the Internet have dismissed them as examples of “AI slop” — a term used to describe the massive influx of low-quality, automated content generated by AI to game social media algorithms for attention or profit. Some critics have also questioned why a luxury label like would turn to cost-efficient technology for marketing.
The campaign arrives as Gucci’s creative director Demna Gvasalia prepares to unveil his debut collection at the Milan Fashion Week runway on Friday.
Luxury Brands That Use AI
This is not Gucci’s first experiment with AI. The Italian luxury fashion house has previously partnered with digital artists to create virtual works that were later auctioned as NFTs via Christie’s. Last year, it also released an AI-generated video featuring a model striding down a runway while photographers humorously stumble in order to get a shot of her.
Gucci is not alone in experimenting with new-age technology. Other luxury and high-street names such as Valentino and H&M have experimented with generative AI in social media and advertising campaigns, often framing these initiatives as creative trials.
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Should Fashion Brands Use AI?
As per the BBC report, Dr Priscilla Chan, senior lecturer at Manchester Metropolitan University’s Fashion Institute, says that embracing such technology carries reputational risks. She noted that while earlier technological shifts had delivered “a lot of free positive publicity,” AI could just as easily invite “a lot of negative publicity instead.” She added, “I think particularly luxury fashion brands need to pay attention to whether the latest technology can create a positive image for their brands.”
Some reactions on social media are seeing Gucci’s AI created campaign imagery in a positive light. A user on Instagram writes, “Gucci is classic. This is Stunning. Whether AI or not. This is how people should look during cocktail hour in an elegant environment. As a fashion stylist and image consultant, I am so done with everybody wearing t-shirts, yoga pants and baseball caps. Sure it takes a bit of thought and effort but please consider dressing appropriately for the situation. I guarantee you will be treated differently. And you will feel good about compliments on your improved image. If you want to have a conversation about this…let’s go for it!”
