• Neutrogena apologizes for dropping Hayden Panettiere as she battled postpartum depression in 2015

  Neutrogena is finally apologizing to Hayden Panettiere — days after her tragic death — for axing her contract in 2015 while she was in the throes of postpartum depression, Pag Six writes...

• Why Are Luxury Brands Being Forced to Cut Prices?

  Earlier this year, a medium-sized Gucci Mercato leather tote designed by Demna for the Spring/Summer 2026 collection would have cost you $2,900. But in May, Bernstein analysts noticed a change: Gucci had quietly cut the price of the bag by around 20–25%, Vogue reports...

• Suit with braces: What the British Prime Minister's wardrobe choice says about him

  Fashion subculture, a nod to 80s excess, or a symbol of tradition? British Prime Minister Andy Burnham’s wardrobe has once again become a topic of fashion debate after he appeared in public wearing a suit with braces, The Guardian writes...

• “It Doesn’t Even Cover the Nipple”: Influencer Mocks Kim Kardashian’s Microscopic Skims Bodysuit

  Influencer Remi Bader put Skims’ new Fits Everybody collection to a rather revealing test—and, judging by her reaction, she was far from impressed with the result...

• Gray Suit and Unbuttoned Shirt: Why Killer Luigi Mangione’s Wardrobe Became New York’s Biggest Fashion Show

  High-profile trials have captured public attention for over 130 years, and throughout history, the public has scrutinized defendants' outfits with equal fervor. Another confirmation of this is Luigi Mangione, whose courtroom appearances sparked a fierce reaction not only in legal circles but also in the fashion world, writes WWD...

• Gucci Breaks the Main Taboo of the Luxury Industry: Why the Fashion House Is Lowering Prices

  In the world of haute couture, it is customary to believe that luxury is immune to the laws of conventional business. While mass manufacturers fight for customers through cost optimization and dumping, luxury brands have always survived on pure creativity, exclusivity, and continuous price hikes, writes FT...

• "Feces" in Trend: How the Brand That Mocked High Fashion Became Its Favorite Enfant Terrible

  Today, it is a relatively young but incredibly popular fashion house experiencing its finest hour, writes The Salon...

• Chanel’s Triumph and Massimo Dutti’s Unexpected Breakthrough: Lyst Index of Hottest Brands Released

  The Lyst platform has published its ranking of the most popular fashion brands and products for the second quarter of 2026, highlighting the triumph of French classics, sportswear, and unexpected breakthroughs from the mass market...

Luxury fashion house Valentino is facing a wave of criticism after releasing “disturbing” AI-generated advertisements promoting its new DeVain handbag, the BBC reports.

The brand had announced a collaboration with digital artists as part of a so-called “Digital Creative Project.” However, one AI-generated video posted on Instagram drew intense backlash from followers, who described the visuals — and the use of AI itself — as “sloppy” and “sad.”

The post featured a surreal collage of models intertwined with Valentino logos and the DeVain bag. In one scene, models appear to emerge from a gold version of the bag; in another, the brand’s logo transforms into human arms, which then merge into a swirling mass of bodies.

Many Instagram users criticized the campaign as “cheap” and “lazy.”

“Disappointing from a couture house,” one commenter wrote. “Advertising campaigns should showcase talented creatives. AI here is laziness at best.”

Посмотреть эту публикацию в Instagram

Публикация от Valentino (@maisonvalentino)

Others urged Valentino’s marketing team to “read the room,” likened the content to “AI trash,” and accused the company of “rage-baiting” for attention.

Experts say the backlash reflects heightened expectations for luxury brands. Rebecca Swift, Senior VP of Creative at Getty Images, noted, “Even full transparency about AI use wasn’t enough to win people over.”

The use of AI in Valentino’s DeVain campaign comes amid broader criticism of similar initiatives across the industry. Many brands are using generative AI to cut production and promotion costs, or to experiment with design, manufacturing, and sizing.

But specialists warn of potential risks: replacing human labor, lowering product quality, and giving the impression that a brand prioritizes efficiency over artistry.

“The issue isn’t the technology itself, it’s what it replaces,” said Anne-Liese Prem of creative agency Loop.

“When AI enters a brand’s visual identity, people fear the brand is choosing cost-cutting over art. Even if the execution is creative, audiences often see it as disguised cost-saving masquerading as innovation.”

Previous examples of controversial AI campaigns include H&M’s digital model doubles and an AI-generated Guess ad in Vogue, both of which raised concerns about human representation and beauty standards.

Prem added, “Without a strong emotional idea behind it, generative AI can make a luxury brand feel less human at a moment when audiences crave human presence.”

Follow NEWS.am STYLE on Facebook, Twitter and Instagram