Can Gucci Create Luxurious AI Experiences?
Milan, Italy — At the runway debut of the redesigned Gucci, a reflection of the brand’s third rebranding under the direction of Demna since Alessandro Michele’s departure in 2022, the designer expressed optimism and excitement. “I hope I made you feel Gucci today,” Demna remarked. “The energy, the passion, the fun, the sexy… I feel like I’m falling in love with this feeling I cannot really understand.”
Leading up to the event, Demna stirred anticipation with a series of AI-generated images posted on Gucci’s Instagram. The striking visuals accompanied real photographs of fashion icons like Sophia Loren alongside imaginative depictions that showcased overt displays of wealth, including an influencer-esque figure adorned in Gucci while being scrutinized by subdued diners. While the origins of these images initially puzzled audiences, Gupta later tagged them as AI-generated, a decision that provoked both surprise and criticism from many commentators.
“I heard about that,” Demna said with a playful eye-roll, acknowledging the controversy. When asked if he considered the use of AI to be divisive, he responded, “I don’t think so! I think this is 2026. I’m using things as a tool… If I can use it to do something that gives me a quick idea or visualization of something, why shouldn’t I do it?"
Demna’s decade-long career at Balenciaga has highlighted his ability to redefine luxury fashion, shifting from traditional aesthetics to a more modern and sometimes subversive interpretation of everyday wear, even drawing skepticism from audiences. Critics have often accused him of creating absurd designs that challenge the expectations of affluent consumers.
The collection presented by Demna—characterized by oversized bomber jackets adorned with monograms—echoed more of an AI’s interpretation of energetic and sexy rather than a human emotional resonance, suggesting a dissonance between intent and execution.
Anticipated by many as a landmark show, Demna’s debut was marked by a notable absence of the surrealism associated with contemporary wealth, instead showcasing thinly designed clothing that some critics described as lacking depth. Models strutted down the runway in tight-fitting outfits that felt almost devoid of humor or surprise.
Observers noted a stark contrast between the display and the excitement that had been built through a teaser collection last fall, which featured a film directed by Spike Jonze and Halina Reijn, hinting at a playful yet darkly humorous vision of wealth. Instead, the new collection often leaned towards bare basics that prioritized commercial viability, suggesting a deliberate intent to market high-end bags rather than to push the boundaries of fashion creativity.
The runway display underscored a broader observation about luxury consumers today, where the divide between high fashion and everyday wear has blurred considerably. The contemporary luxury shopper is now often more focused on accessory purchases than on detailed craftsmanship. The phenomenon reflects a shift away from traditional fashion enthusiasts toward a more general audience eager for the status that comes with luxury brands.
While there lies potential for Demna’s vision to resonate with aspiring affluent consumers, questions linger regarding the overall ambition and quality of his designs. With Gucci’s position as Kering’s flagship label, critical eyes will continue to watch whether Demna can innovate while also capturing the essence of luxury that earlier designers, like Tom Ford, exemplified during their tenures.
