Collina Strada’s Baggu collab is under fire for using AI-generated prints [Video]

Fashion label Collina Strada has made a name for itself by claiming to prioritize sustainable production and climate awareness, but a recent release has buyers doubting whether the brand is truly committed to the cause.

A highly anticipated collaboration between Collina Strada and bag-maker Baggu, released yesterday, has been revealed to have been created using AI tools. As part of a larger discussion of the brand’s use of AI, a Reddit user fed photos from the whimsical collection, which featured horse-shaped purses and trippy prints, into a program that purports to detect whether an image has been created using AI. The result? An 86.4 percent likelihood that one of the designs had been created using AI or deepfake tech.

Buyers were confused. On its website and throughout its marketing, Collina Strada calls itself “a platform for climate awareness, social awareness, change and self expression [sic].” But AI is hugely taxing on the …