Valentino, Vans present AI-generated campaign


The campaign reworks original footage captured during Valentino’s fall/winter 2025 Paris “Le Méta Théâtre Des Intimités” runway show. Image courtesy of Valentino

Italian fashion house Valentino is venturing into new creative territory.

A campaign directed by creative lead Alessandro Michele promotes its latest collaboration with California-based skate brand Vans, bringing together the worlds of couture and streetwear through a surrealist narrative centered on water as a symbol of both dissolution and rebirth. In a blend of physical and digital media, the visuals are AI-generated, with the maison aiming to challenge conventional ideas of design, fashion and daily life.

Surrealist imagery, skate heritage
The campaign reworks original footage captured during Valentino’s fall/winter 2025 Paris “Le Méta Théâtre Des Intimités” runway show into AI-generated content.

The resulting images and video show Vans silhouettes in fluid motion. Responsible for campaign artwork is the creative and technology firm EDGLRD, founded by American filmmaker Harmony Korine.

According to Mr. Michele, water functions as the campaign’s central metaphor, acting as a primordial force that disrupts rational order while clearing the path for renewal, much like that of the creative director’s trajectory at Valentino itself.

The collection features six footwear designs for men and women, each retailing for $490, and is available online and in-store starting Sept. 19th.

The Vans collaboration suggests growing consumer interest in cultural crossover is not yet dead, particularly among younger audiences, who are placing values such as authenticity and hybrid style at the center of their shopping searches. Fusing haute couture aesthetics with skatewear’s utilitarian heritage, the house continues to reframe its legacy under Mr. Michele’s direction.

Testing fashion’s boundaries with AI
Digital tools play a significant role in the Valentino x Vans experiment.

As AI-powered alterations transform real footage into a dreamlike presentation, Valentino signals an openness to emerging technologies in its creative process.

The informed consent of participating models and talents was highlighted by the brand across public and press-facing materials, pointing to an awareness of ongoing industry discussions around ethical AI use.

Valentino is not alone in testing these boundaries. Competitors such as Italian fashion label Gucci (see story) and French fashion house Balenciaga have similarly turned to collaborations and digital storytelling to spark culturally relevant conversations.

For Valentino, the Vans project provides a platform to reposition its accessories line, Valentino Garavani, as a laboratory of unexpected dialogues between past and present.

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