Gucci released an AI-generated video in December 2025 depicting a model walking a runway while photographers humorously fall behind her, shared as marketing content.

Multiple news sources reporting on Gucci's February 2026 Milan Fashion Week campaign referenced a prior AI-generated video released in December 2025 (reported as 'last year' in sources dated February 2026). The video depicted a model striding confidently down a runway while photographers behind her stumbled and fell. The piece was shared publicly by the brand. This appears to be a distinct creative use of generative AI video technology, separate from the February 2026 still-image campaign. Gucci has not issued an official press release about this specific video, so the precise production method and platform are unconfirmed by primary sources.