Gucci's AI ads for 'Primavera' drew an 'AI slop' backlash at its weakest moment

In late February 2026, Gucci posted AI-generated images for a campaign titled "Primavera" on its Instagram and X accounts, ahead of creative director Demna Gvasalia's first runway show at Milan Fashion Week on February 27. The images, clearly labelled "Created with AI", included a glamorous older Italian woman in a classic Gucci outfit, a pair of models some commentators likened to Grand Theft Auto characters, and sleek car scenes.

The reaction was swift and largely negative. Users on social media called the images "cheap", "tacky" and "slop" — the term for the deluge of low-quality AI-generated material flooding feeds — and asked how images generated by machine instead of human models and photographers squared with the house's claim to celebrate "creativity and Italian craftsmanship". One user said the AI made the brand look cheaper than TJ Maxx.

The ads were not pulled and Gucci did not respond to requests for comment. Some users defended the images as capturing "Milano glam", and fashion and luxury consultants argued the move signalled creative futurism. But the backlash arrived at a critical moment: Gucci had recorded the steepest revenue decline in Kering's portfolio, falling 22% on a reported basis and 19% comparable in full-year 2025, with the brand still searching for a footing after its maximalist era gave way to quiet luxury.