Luxury brand Gucci sparked controversy online after releasing multiple AI-generated photo spreads.
On the 25th, local time, Gucci, as reported by BBC and others, released several photo spreads on social media the day before the Milan Fashion Week in Italy.
The photo spreads were uploaded with the explanation, “AI-generated.” They featured an elderly woman in a glamorous styling using Gucci products, a couple sitting on a car, and men and women in a vintage space, among others.
In addition to the portrait photo spreads, photos of a black horse lifting its front legs on a beach and a satellite image with the Gucci logo were also posted.
Negative reactions flooded online regarding these AI photo spreads. Critics argued that Gucci, which claimed to celebrate “Italy’s craftsmanship and creativity” for Milan Fashion Week, was being contradictory by opting for AI over human models and photographers.
The photo spread featuring an elderly woman wearing sunglasses drew particular criticism. Netizens reacted with comments such as, “It’s a bleak era that Gucci couldn’t find a real Milanese grandmother to model in 1976 attire,” “Using AI means it’s no longer a luxury brand,” and “Where has the creativity unique to luxury brands gone?”
The reason why Gucci released the AI image photo spreads remains unknown.
Previously, Gucci also produced AI-utilized photo spreads in 2023. At the time, these photo spreads were auctioned as NFTs (non-fungible tokens) at Christie’s. In December of last year, the brand also released a video generated by AI. The video depicted photographers filming models walking the runway and falling over.
Experts noted that there are risks involved when companies utilize AI technology in marketing. Dr. Priscilla Chan from the Fashion Research Institute at Manchester Metropolitan University told BBC, “While AI can provide promotional effects at a lower cost, negative effects can also arise,” adding, “Luxury brands should be mindful of whether the latest technology can bring a positive image to their brand.”
Meanwhile, some speculated that Gucci’s AI photo spreads might have been intended to provoke the question of what constitutes luxury fashion.
