Can AI Make Luxury ?
Valentino just tested the Limit.

Valentino just dropped an AI-generated handbag campaign. And the internet hated it. Being one of the brands that is associated with prestige, elegance and chicness, the new advertisement was anything but that. To launch their new DeVain handbag, Valentino chose a video that is more like a surreal, experimental piece of visuals than a traditional luxury fashion spot.

In the video, models appear to emerge from an ornate golden version of the handbag, while at other moments the brand logo transforms into human arms and limbs that blend together in a fluid, almost creepy collage. People, bags and logos merge into one another, making it difficult to distinguish where one element ends and another begins, and making it easily recognisable as AI-generated.

Unsurprisingly, reactions have been mixed but mostly critical. Many viewers described the visuals as ‘disturbing’, ‘cheap’ or simply commented ’Fuck AI’, arguing that the campaging undemines the craftmanship, detail and emotional resonance expected from a luxury house like Valentino. 

Paradoxically, the controversy offers a sense of reassurance, as it exposes AI’s limits. In an age where AI is rapidly advancing and many fear creative jobs may be replaced, this campaign highlights how human creativity still carries a unique and irreplaceable value. Fashion is not just about products, it is about storytelling, culture, art and emotion. AI can mimic, surprise and facilitate some processes, but it cannot replace the nuanced expertise and vision of human artists. 

Hence, Valentino’s campaign unexpectedly gives hope that the human touch will continue to matter, both for creators and for audiences. 

The DeVain advertisement is, therefore, more than a marketing experiment. It is (perhaps unintentionally) a reflection on the relationship between technology and art. While AI may expand possibilities of visual expression, the strong public reaction proves that humans are still not entirely replaceable, and perhaps never will be. 

In that sense, the campaign is not an outright failure afterall, but rather a reminder: even in the digital age, craftsmanship, intuition and emotion remain irreplaceable.

by Alica Fischer