Valentino taps AI to elevate new Vans collab into surreal couture campaign
Valentino drops AI-generated campaign to launch limited-edition Vans sneakers
When a couture house collaborates with a streetwear staple, you expect something bold.
But Valentino just raised the bar, launching its new Vans sneaker collection with a fully AI-generated campaign that blurs the line between fashion and futuristic storytelling.
This article explores how Valentino is using AI to reimagine product campaigns, what it says about the role of consent and creativity in fashion, and why not all brands are jumping on the AI bandwagon.
Short on time?
Here is a table of content for quick access:
- What happened: couture meets canvas
- Why it matters: AI isn't just a gimmick, it's a creative signal
- What marketers should know
Patrecia Meliana
Couture meets canvas
Valentino has teamed up with Vans to launch a limited-edition rework of the iconic Vans Authentic silhouette. Designed by Creative Director Alessandro Michele, the six-piece collection features Valentino’s VLogo Signature across the uppers and packaging, with a standout “Le Chat de la Maison” edition available exclusively through Valentino’s own channels.
The real kicker isn’t just the shoes. It’s the campaign. Instead of a typical shoot, Valentino rolled out a visually rich short film generated entirely with AI. The campaign uses original footage from the house’s Fall/Winter 2025–26 runway show in Paris as a base and layers surreal, dreamlike transitions that take models from tiled bathrooms to flooded rooms to sandy beaches.
The visuals are lush and cinematic, with a clear intent to reframe what storytelling looks like in high fashion. Importantly, Valentino emphasized that all model and talent imagery was generated with informed consent. That detail sets it apart from recent controversies in the industry.
The collection is available now on Valentino.com, at select Valentino boutiques, Vans.com, and the Vans London flagship.
Patrecia Meliana
AI isn't just a gimmick, it's a creative signal
Valentino’s decision to lean fully into AI-generated visuals does more than deliver eye candy. It signals a shift in how luxury brands may start to blend technology with artistic direction. The AI campaign is not just a style play but a commentary on how fashion houses can reclaim the narrative around digital creativity while still prioritizing agency and consent.
This is especially noteworthy following a recent backlash involving Guess and Vogue. A July ad campaign featured an AI-generated model created by studio Seraphinne Vallora, which sparked criticism from fans for replacing real talent. Although the campaign aimed to democratize high-fashion aesthetics, it ended up inflaming concerns around authenticity and labor displacement in fashion.
Valentino, by contrast, appears to be testing a more transparent and collaborative approach. It is using AI with human inputs, rather than replacing them altogether.
What marketers should know
Here’s how this Valentino x Vans drop, and the AI campaign behind it, could influence creative strategies across industries:
1. Consent and transparency are non-negotiables
Valentino’s explicit note on informed consent shows how brands can integrate AI ethically into visual campaigns. In an age of deepfakes and cloned likenesses, transparency isn't just PR, it’s brand safety.
If you're considering AI for content production, build processes to secure consent and communicate your use of AI clearly. That clarity could become a differentiator in campaigns.
Patrecia Meliana
2. AI expands, not replaces, creative direction
Valentino didn’t hand over full control to a machine. The campaign used real-world runway footage as input, applying AI as a tool to elevate storytelling rather than replace the production team.
For marketers, this is a reminder: AI can stretch your budget and expand your creative vision, but it shouldn’t replace the vision itself. Keep humans in the loop to ensure narrative consistency and emotional resonance.
Patrecia Meliana
3. Niche activations are getting smarter
With an exclusive "Le Chat de la Maison" sneaker edition tied to Valentino boutiques and the brand’s own website, this collab also doubles as a smart distribution play. The AI campaign fuels intrigue while exclusivity drives foot traffic to brand-owned platforms.
For brands, that’s a cue. AI-generated buzz works best when paired with strategic funnel design. Use synthetic media to grab attention, but direct that attention to where conversion happens.
Valentino’s AI-led Vans campaign isn’t just another fashion flex. It’s a case study in how creative industries can explore new tech responsibly, pairing innovation with consent and creativity with control. While others in fashion are stumbling through AI missteps, Valentino’s latest move shows what it looks like to go synthetic with intention.
As AI becomes more embedded in campaign workflows, marketers across sectors will need to rethink how they balance innovation with trust. Valentino’s playbook offers an early benchmark: lead with vision, stay transparent, and keep storytelling at the core.
