Gucci Faces Backlash Over AI-Generated Images Ahead of Milan Fashion Week

Italian luxury fashion house Gucci is facing criticism after releasing AI-generated images to promote its upcoming show at Milan Fashion Week. Although the brand clearly labeled the visuals as “created with AI,” the campaign has sparked debate across social media.

The images include stylized portrayals of an older Italian woman dressed in a 1970s-inspired Gucci look, evoking a glamorous Milan aesthetic. However, critics argue that relying on AI-generated models contradicts the brand’s long-standing emphasis on creativity and Italian craftsmanship. Some users questioned why a luxury house with extensive resources would not collaborate with real models and photographers, while others suggested the move reflects cost-cutting rather than artistic innovation.

The controversy has also revived discussion around so-called “AI slop,” a term used to describe the flood of low-quality AI-generated content circulating online. While Gucci’s images were transparently labeled, detractors contend that high fashion brands should be particularly cautious about adopting technology that may dilute their artisanal identity. At the same time, some supporters maintain that the campaign successfully captures “Milano glam” and represents a contemporary extension of creative expression.

Gucci’s parent company, Kering, has not publicly commented on the criticism.

The timing is notable, as creative director Demna Gvasalia prepares to present his vision on the Milan runway for the first time. Industry observers are questioning whether the AI campaign was intended as a deliberate provocation - possibly a commentary on the evolving definition of luxury in the AI era.

This is not the first time Gucci has incorporated AI into its marketing strategy. The brand previously collaborated with digital artists to produce AI-generated visuals that were auctioned as NFTs through Christie's. In December, it also released an AI-generated runway video depicting a model walking while photographers behind her stumble in exaggerated fashion.

Other fashion brands have explored generative AI for advertising and social content, including Valentino and H&M, often positioning such efforts as experimental creative exercises. However, experts caution that the reputational stakes may be higher for luxury labels.

Priscilla Chan, senior lecturer at Manchester Metropolitan University’s Fashion Institute, noted that while past technological innovations sometimes generated positive publicity, AI carries the risk of negative perception if not aligned with brand identity. Luxury houses, she argued, must carefully assess whether emerging technologies enhance or undermine their image.

Photographer Tati Bruening, who has a large following on TikTok, expressed skepticism toward AI-generated fashion imagery but acknowledged that limited uses - such as retouching or creating mood boards - may be acceptable. She drew a distinction between minor enhancements and fully AI-generated visuals.

Bruening also suggested that the campaign could be interpreted as intentional commentary rather than a straightforward attempt to project luxury. In that reading, the images may function as a critique or exploration of what luxury means in an era increasingly shaped by artificial intelligence.

As generative AI continues to permeate the fashion industry, the debate surrounding Gucci highlights a broader question: how can heritage brands balance technological experimentation with the craftsmanship and human creativity that define their value?