“Lazy or Innovative?” Valentino Faces Criticism for AI-Generated Handbag Promo

Italian luxury brand Valentino is facing online criticism after releasing a generative-AI promotional video for its new DeVain handbag.

The Instagram spot, labelled as AI-made, features surreal imagery: models spliced between brand logos and segments of the handbag, including visuals where figures emerge from gold 3D replicas and the logo morphs into human limbs.

Hundreds of commenters described the visuals as “lazy,” “disturbing,” and “disappointing,” arguing that couture advertising should highlight real creatives rather than algorithmic output.

Observers say the backlash reflects a broader tension across the fashion sector, which has increasingly adopted generative AI to reduce campaign costs and explore design or sizing processes.

Critics, however, worry that reliance on AI undermines the artistry and highly skilled teams behind luxury branding—from stylists and photographers to models and directors. Some analysts note that audiences read AI in high fashion as cost-cutting disguised as innovation, and warn that without strong emotional or artistic intent, generative imagery risks stripping luxury brands of the “human touch” that defines their identity.

Valentino has not commented publicly, but industry voices say AI will continue expanding, raising difficult questions about labor, authenticity, and the future of creative production.