tech
Can Gucci make luxury AI?
Backstage at the runway debut of the new new Gucci – the third rebrand that the luxury titan has undergone since Alessandro Michele left in 2022 – designer Demna was feeling the amore. “I hope I made you feel Gucci today,” he said. “The energy, the passion, the fun, the sexy…. I feel like I’m falling in love with this feeling I cannot really understand.”
TL;DR
- Demna's debut at Gucci featured AI-generated images and a collection with simple, skintight designs.
- The use of AI in fashion marketing remains controversial, with Demna defending it as a tool.
- Critics found the collection to be "surprisingly vacant" and humorless, lacking the expected "epic" or surrealistic elements.
- The designs were described as potentially cynically commercial, engineered to sell bags.
- The article suggests the collection might appeal to those seeking to appear "basic and rich."
- Gucci, a Kering brand, needs revival, and the article questions if Demna's current direction can achieve this by sharpening quality and making the "cheap" look expensive.