Can Luxury Embrace AI? Gucci’s Campaign Sparks Debate

Gucci has drawn online backlash after releasing a series of campaign visuals created with artificial intelligence ahead of its upcoming Milan Fashion Week runway.

The show marks the debut of creative director Demna, who joined the brand in 2025, making the campaign one of the first signals of the direction of Gucci’s next creative era.

The brand openly labeled the images as AI-generated in social media captions, an approach that is still relatively uncommon among luxury fashion houses. The visuals featured a mix of realistic fashion scenes, stylized concepts and animated imagery, reflecting experimentation with digital production methods.

Reaction online quickly turned into a broader conversation about craftsmanship, authenticity and the role of technology in luxury branding. Critics questioned whether reliance on AI aligns with the traditional emphasis on artistry and skilled labor that has long defined high-end fashion.