Two icons , Valentino Garavani and California’s streetwear titan Vans , released their first-ever AI-generated campaign . More than just showcasing a limited sneaker capsule, the partnership marks a milestone where couture vision, digital artistry, and ethical innovation converge.
The project is a creative dialogue between two distinct worlds, where authenticity and individuality shine through a digital lens. How the AI Campaign Works AI as Creative Partner: The campaign’s visuals, both video and still images ,
were generated entirely by AI , starting with high-resolution film and photography captured at Valentino’s Le Méta-Théâtre Des Intimités Fall/Winter 2025-26 runway show in Paris .
The digital studio EDGLRD , renowned for its art/tech hybrid work, reinvented this material into a surreal, fluid narrative: models striding across checkerboard-tiled bathrooms, wading through water, then appearing windswept on abstract beaches, all in a vivid palette featuring Valentino red.
Ethical Firsts: Amid global conversation around AI’s role in fashion, Valentino made informed consent of all portrayed models and creative talent central to the campaign, directly addressing concerns about deepfake tech and digital likenesses.
All featured imagery was used with the informed consent of the models, setting a transparency benchmark for AI-generated cultural content. Creative Direction: The vision comes from Alessandro Michele , Valentino’s recently appointed creative director…
