"You did not need to use AI for this, so tacky. Craftsmanship reduced to marketing narrative. AI makes the brand look cheaper than TJ Maxx."
"It's about positioning Gucci at the intersection of fashion, art and technology. It signals creative futurism, reinforces the brand's relevance in a tech-driven world, and allows it to generate surreal, high-impact imagery that traditional production might not easily achieve."
Gucci released AI-generated images for its 'Primavera' campaign ahead of creative director Demna Gvasalia's Milan Fashion Week debut, featuring glamorous scenes with models and luxury settings. Social media users criticized the images as tacky, cheap, and low-quality, comparing some renderings to video game characters. However, branding experts argue Gucci's AI use reflects creative intent rather than cost-cutting, positioning the brand at the intersection of fashion, art, and technology. The campaign aligns with Gucci's history of experimentation and boundary-pushing, signaling creative futurism and reinforcing brand relevance in a tech-driven world while generating surreal, high-impact imagery.
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