Fashion always reflects the zeitgeist, and the rapid development of AI is one of the main cultural conversations in 2025. Brands are deeply split on how to approach it: some are countering it by emphasizing craft and investing in IRL community world-building events, while others are claiming early adopter status via customer-facing AI stylists and shopping tools . Should luxury reject AI as the antithesis of its values, or lean into the unknown? Nowhere is fashion’s AI neurosis felt stronger than when it comes to creative campaigns.

Valentino’s recent digital art ad for its DeVain bag is a case in point. This week, the brand dropped the sixth artwork in a nine-part series of visual stories dedicated to its Garavani DeVain shoulder bag, which the brand describes as “a starting

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