Valentino Garavani made waves in September 2025 with the launch of its first-ever AI-generated campaign, debuting a limited-edition sneaker collaboration with Vans .
More than just another luxury-streetwear drop, this campaign symbolizes a pivotal shift at the intersection of couture design, digital artistry, and ethics—mixing classic silhouettes with immersive, tech-driven storytelling designed for the social media era Craft Meets Code: Behind the Campaign The Valentino Garavani x Vans project reimagines the
iconic Vans Authentic sneaker, anchoring it in the creative vision of new creative director Alessandro Michele . Campaign footage and images were generated entirely using AI tools, based on high-res visuals from Valentino’s much-buzzed “Le Méta-Théâtre Des Intimités” runway show in Paris .
The campaign’s style is unmistakable: flooded tiles, distorted checkerboard graphics, dreamlike motion, and a signature pop of Valentino red that bridges physical and digital worlds.
Ethical AI: Consent and Transparency Drive the Rollout As AI faces new legal and ethical questions in the fashion world, Valentino’s campaign foregrounded model and creative protections.
The maison highlighted that “all featured imagery was used with the informed consent of the models portrayed and all talents involved,” directly addressing worries that deepfake tech could devalue human participation or co-opt talent without fair compensation Creative partners at EDGLRD —a firm specializing in art/tech hybrids—brought the surrealist vision to life, allowing Valentino and Vans to tap into the power of generative art while upholding community and participant trust…
