Gucci is currently facing a wave of criticism for using AI-generated images to promote its upcoming show at Milan Fashion Week, sparking a major debate about creativity in high fashion. This move has raised some eyebrows, especially in the light of the fashion house’s long-standing claim that it celebrates “creativity and Italian craftsmanship.”
These AI-created images, which have been clearly labeled as “created with AI” on social media, are getting slammed as “AI slop.” That’s a term for the overwhelming amount of often low-quality, AI-generated content that’s just everywhere these days. According to the BBC, many are questioning why a luxury brand like Gucci would even need to rely on what seems like a cost-cutting technology for its marketing.
One commenter, reacting to an AI image of a glamorous older Italian woman in a classic Gucci outfit, really hit the nail on the head, saying, “Bleak days when Gucci can’t find a real human Milanese grandmother to wear an outfit from 1976.”
Gucci seems to love experimenting with AI
Gucci previously commissioned digital artists to create visuals, including some AI-generated images, which seem to be all the rage now. These were even auctioned off as non-fungible tokens. Back in December, they also dropped an AI-generated video showing a model strutting down a runway while photographers literally tripped over themselves trying to get her picture.
However, turning to tech for marketing isn’t without its risks, as Dr. Priscilla Chan, a senior lecturer at Manchester Metropolitan University’s Fashion Institute, points out. While some past innovations have generated “a lot of free positive publicity,” she warns that AI could easily lead to “a lot of negative publicity instead.” She believes that luxury fashion brands, in particular, need to be careful about whether the latest technology actually helps create a positive brand image.
It’s not all negative, though. Some social media users have actually praised the images, feeling that Gucci managed to capture that elusive “Milano glam” without losing its core essence.
Photographer Tati Bruening, while stating she’s “generally not a fan” of fashion houses using AI for image creation, also acknowledged that there might be a limited place for it in retouching, minor edits, or creating mood boards. She sees a clear distinction between “enhancing or editing simple things with AI vs. image generation.”
Bruening added: maybe Gucci is deliberately trying to stir the pot and spark a conversation about what high fashion even means in the age of AI and its impact on different industries. She said she doesn’t feel “that this campaign was necessarily made to reflect luxury but create commentary on what luxury actually is.”
Published: Feb 25, 2026 06:30 pm