Demna Gvasalia - Designer, Creative Director of Gucci

[brandon J pierre]

GUCCI HAS GONE AI

 

[PDFSD]

GUCCI HAS GONE AI

so cheap and dystopian same as his balenciaga

 

[LadyJunon]

GUCCI HAS GONE AI

I swear that Ford used that exact set design for his SS23 show.

 

[FashionPower]

GUCCI HAS GONE AI

Yawn. He did the same concept already for his "Clones" Balenciaga Spring 22 collection.
We're so bored.

 

[brandon J pierre]

I didn’t understand it hes becoming tom ford

 

[jeanclaude]

I didn’t understand it hes becoming tom ford

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It seems he got tired of impersonating Margiela...

If they are willing to use AI at Gucci, first logical step would be let AI replace the CD. It´s gonna be cheaper, faster, more reliable...and no one is going to notice the difference.

 

[RosesAreRed]

Saw this AI video on my feed and could not belive it comes from the official account. Also did you see Balenciaga city add where the bag is in the car? It looks like AI as well... seems like budget saving measures rather than crreative choice.

 

[brandon J pierre]

Ai is shameful in the fashion industry at that power range because they're simply too many wonderful models and photographers looking for a job.

 

[Avonlea]

I don't think it's the budget. It's just Demna. He probably thinks he has done something transgressive with that ai video. It's 2025, people are either tired or bored of the ai slop. Gucci is already struggling with perception and yet people at Kering thought it was acceptable to use AI. Just goes to show how dumb and tone deaf they are.

 

[brandon J pierre]

I don't think it's the budget. It's just Demna. He probably thinks he has done something transgressive with that ai video. It's 2025, people are either tired or bored of the ai slop. Gucci is already struggling with perception and yet people at Kering thought it was acceptable to use AI. Just goes to show how dumb and tone deaf they are.

Not just that hes copying another designers style

 

[Frederic01]

GUCCI

 

[PierreGotha]

Kering is probably going to lean more into AI now. Because they are not that fiscally stable.
Steep measures to cut corners, it has now come to this, unfortunately.

Kering is selling the family silver and portraits. While LVMH and Hermes are off to St. Barts.

 

[Lola701]

I find it so sad that a brand like Gucci, that has had for the past 30 years such an influence over fashion photography, goes into AI.
People who thinks that AI is an asset to fashion are for me totally wrong. I can barely tolerate it when mixed with real photography but no…

To produce this kind of mediocrity?

When you see what Louis Vuitton or Hermes are able to produce for their spirit of travel or ski campaigns and what Gucci/Valentino uses AI for? Come on!

For me it’s a duty, almost a political stance at this point for fashion brands to use real photographers.

What’s next at Gucci? AI GENERATED collections?

 

[nunova]

GUCCI

It gives bad attempt at 90s minimalism focused editorial shot in NYC without any vibe, interesting visual and even worse thanks to it being AI. Slop tier

 

[Overindulgence]

They want engagement so Gucci and Demna are playing the game to do just that. The big social media platforms are supposedly pushing AI-generated content to the masses. Not very "luxurious" though unfortunately and it's another aimless step from the marketing team, considering Demna started this tactic at Balenciaga (who is still using it). A key allure of luxury is lost when brands appear so desperate for attention and money; I should feel like I need a brand more than the brand needs me. When that quality is lost, it makes these luxury brands no different than an a regular mall brand in a way.

 

[Overindulgence]

One more note: I was browsing around a mall in Asia and was curious about which fashion brands the counterfeit shops were pushing and it was mostly counterfeit Balenciaga and Miu Miu fashion goods (in various degrees of quality). On one hand, I was like "wow this dude has been incredibly impactful on fashion." On the other hand, it reminded me of how these counterfeit shops carried predominantly Gucci items during mid 2000s and then the mid 2010s. Mass-coveted but not exactly of good taste; brands eventually have to do image control when this occurs.

And it was funny to see Miu Miu because I do think Lotta Volkova was Demna's secret sauce. The various scenes Demna and Lotta seem to inhabit in LA are so different and telling of their taste; Lotta is quite tapped in (especially in the arts world) which gives Miu Miu that forward edge despite how also pop it's become. Gucci has had associations with Los Angeles since Tom Ford but Ford left fashion for Hollywood so there's a genuine connection there. With Demna, the move feels like method acting so far but I do hope it renews him.

 

[psychopsist]

I agree the use of AI is really tasteless and soulless. Betrays artistic principles and also this genuinely just does not look good. But seeing Gucci use it so blatantly made me wonder to myself how much the wider population cares? Maybe this will just fly by?

Also though, these videos seem obviously inspired by this photog/videographer’s recent work? I’m wondering if there’s any official connection or what…

 

[nunova]

^ I wonder the same, if it was done with this person or just Gucci's marketing dept ripped it off, just feed the original to the AI to generate these? As there are no credits around it seems

 

[PDFSD]

I agree the use of AI is really tasteless and soulless. Betrays artistic principles and also this genuinely just does not look good. But seeing Gucci use it so blatantly made me wonder to myself how much the wider population cares? Maybe this will just fly by?

Also though, these videos seem obviously inspired by this photog/videographer’s recent work? I’m wondering if there’s any official connection or what…

would not be first time he rip ig artist or student with balenciaga was same ..i remember something like a the student that send his or her work for internship but they used her work without giving a internship.

but its very demna to make his team scout internet for idea´s its been years like this .

 

[jeanclaude]

Done by Demna or done by AI...the result is the same.