• Zuhair Murad Softens His Signature Glamour With Mediterranean Mood, Fringe and a Marilyn Monroe-Inspired Dress

  Zuhair Murad took a step away from his signature evening glamour with a lighter, more relaxed ready-to-wear collection for spring...

• Matthieu Blazy Stages a Triumphant Spectacle for Chanel: Coco Chanel, Tweed and a Touch of Attitude

  A year ago, Matthieu Blazy made his debut on the Chanel runway, opening a new chapter in the history of the legendary fashion house. Now, 12 months later, he returned to the Grand Palais as a true triumphalist, presenting his Spring/Summer 2027 collection — both a love letter to Coco Chanel and a confident statement about the future...

• Elie Saab Revives His Iconic 2000s Aesthetic — and Teases a Major H&M Collaboration

  It was an Elie Saab gown worn by Halle Berry on the red carpet at the 2002 Oscars that went down in fashion history and helped turn the Lebanese designer into a global name. Now Saab is returning to the aesthetic that made him an icon in the early 2000s...

• Miu Miu and New Balance Team Up Again: Paris Gets a Glimpse of the Sneakers of the Future

  Miu Miu unveiled two new collaborations at Paris Fashion Week. The fifth year of its partnership with New Balance brought the debut of a new version of the RC150 — a reimagined sneaker inspired by racing footwear...

• Dita Von Teese Takes Paris by Storm: Christian Louboutin Turns Iconic Shoes Into a Theatrical Spectacle

  Christian Louboutin has once again transformed a footwear presentation into a spectacular theatrical production. Dita Von Teese took center stage at the presentation of his Spring 2027 collection at Paris’s Théâtre du Châtelet, with Cynthia Erivo, Elizabeth Debicki, Jaden Smith, Jean Paul Gaultier, Heidi Klum and Daphne Guinness among the guests, according to WWD...

• Valentino Spring/Summer 2027: Fashion as an Endless Possibility

  Paris’ Bibliothèque Sainte-Geneviève was transformed for one evening into the setting for one of Valentino’s most striking shows. Creative director Alessandro Michele asked guests to bring books to donate, while naming the Spring/Summer 2027 collection “Antibiblioteca.”..

• Hermès SS27: Luxury You Can Breathe In — Nadège Vanhee-Cybulski Unveils an Airy Collection

  What should a wardrobe look like in a world where summers are getting hotter? For Hermès artistic director of women’s collections Nadège Vanhee-Cybulski, the answer is obvious: it needs to become lighter. For Spring/Summer 2027, the designer made air the star of the collection, transforming even the French house’s iconic leather into an almost weightless material...

• Daniel Roseberry returns to Schiaparelli’s roots with daring collection featuring golden accents and bare breasts

  This summer, Daniel Roseberry deleted social media apps from his phone and set off on a road trip along the East Coast of the United States. After returning to Paris, the American designer began training for the New York City Marathon, WWD reports...

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