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Wed, 25 Feb 2026

Wed, 25 Feb 2026 Gucci criticised for 'AI slop' images ahead of major fashion show

Users of social media - where the marketing campaign has been launched - say it is out of keeping with Gucci's reputation for luxury.
Gucci has sparked controversy after using AI-generated images to promote its upcoming show at Milan Fashion Week. Critics argue that relying on artificial intelligence instead of human models and photographers goes against the brand's values, which emphasize "creativity and Italian craftsmanship." The images, labeled as "created with AI," have been met with skepticism online, with some describing them as an example of "AI slop" - a term for low-quality AI-generated content flooding social media. Industry experts and fashion enthusiasts have weighed in on the issue. Dr. Priscilla Chan, senior lecturer at Manchester Metropolitan University's Fashion Institute, warned that luxury brands like Gucci risk generating negative publicity by embracing AI for marketing purposes. However, others see value in using AI as a creative tool, pointing out that it can be used to enhance or edit images without compromising the brand's essence. Gucci has previously experimented with AI-generated content, including an auction of non-fungible tokens (NFTs) featuring digital art and an AI-generated video of a model walking down the runway. The company is set to unveil its latest collection at Milan Fashion Week on Friday, presented by creative director Demna Gvasalia. Not all social media users have criticized Gucci's use of AI, with some praising the brand for capturing "Milano glam" in its images. However, many are questioning whether relying on artificial intelligence undermines the value and craftsmanship that luxury brands like Gucci typically emphasize.