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.
What’s in the Collection? A Closer Look at the Shoes
The drop includes six sneaker styles, designed for both men and women. Highlights range from minimalist colorways to bold Vans checkerboard and “I ❤︎ Vans” motifs, and a whimsical “Le Chat de la Maison” style adorned with cats—a nod to Michele’s playful tastes. The sneakers retail for $490 a pair and feature limited-edition packaging that fuses Vans’ trademark patterns with Valentino’s VLogo Signature.
Distribution is purposefully strategic: while most pairs are sold at Valentino.com, Vans.com, and Valentino boutiques globally, the cat-themed version is exclusive to Valentino’s site and London’s Vans flagship, driving both physical and digital excitement. All six styles debuted on the runway in Paris, according to campaign notes, and play a starring role in the associated 90-second campaign film.
Cultural Impact: Recasting Luxury in the Age of AI
Valentino’s AI-powered campaign is more than a design experiment—it’s a signifier of deeper changes. The house draws a clear line between using tech for “differentiation” (not just efficiency) and preserving the codes of its heritage, from the VLogo signature to red color pops and dramatic proportion. With industry giants like Gucci and Balenciaga also pivoting toward AI-assisted campaigns, Valentino is sending a strong signal: luxury fashion will not be left behind as digital tools redefine visual culture.
“The campaign video and images were generated using AI, based on original visual material captured during the Valentino Le Méta-Théâtre Des Intimités show,” said the house. “All featured imagery was used with the informed consent of the models here portrayed and of all the talents involved in the execution of the show.”
Why It Matters
- First luxury house to pair AI consent protocols with a full-blown campaign for a major commercial launch, making ethical AI as central as product.
- 6 gender-neutral styles, $490 per pair, global launch on September 19, 2025.
- AI-generated visuals and video highlight new ways to orchestrate storytelling, brand exclusivity, and ethical transparency.
Valentino’s bold step suggests the next wave of fashion will be not just about what we wear, but how technology helps us see and experience luxury anew.
