Italian luxury fashion brand Valentino has received criticism for its use of artificial intelligence (AI) in a recent advertising campaign for its DeVain handbag. The campaign, which features collaborations with digital artists, included an AI-generated advertisement on Instagram that has sparked negative reactions from some fans. Critics labeled the visuals as “sloppy” and “sad.”
The Instagram post features a surreal collage with models integrated into images of Valentino logos and the handbag itself. Notable images include models appearing to emerge from an ornate version of the handbag, and the brand’s logo transforming into human shapes. The ad is explicitly marked to indicate it was created using AI.
Comments on the post reflect disappointment from users, with some describing the campaign as lacking creativity. Remarks include calls for the marketing department to reconsider their approach, with specific backlash regarding the perceived ease of relying on AI for creative content.
The fashion industry, like various creative sectors, is utilizing generative AI tools for their capability to create imagery and video rapidly, which can help reduce production costs. However, concerns are emerging regarding the potential displacement of human workers and the overall quality of fashion products due to this technology.
Anne-Liese Prem from the creative digital agency Loop suggested that while Valentino’s acknowledgment of AI use was a step in the right direction, the backlash reflects broader cultural concerns about the balance between efficiency and artistry in fashion branding. Prem stressed that generative AI could alter the luxury market by making it feel less personal, which may not align with current consumer desires for genuine human connection.
Similar criticisms have been voiced against other brands, such as H&M and Guess, for their AI usage in campaigns, raising questions about the implications for traditional modeling and beauty standards within the industry.
Source: https://www.bbc.com/news/articles/cwyvjyvn83go?at_medium=RSS&at_campaign=rss