Madonna and fashion photographer Steven Klein’s friendship goes back more than 20 years. Klein did a lot of W Magazine cover shoots in the aughts, including his first shoot with Madonna for W’s April 2003 issue. But their most consequential shoot, gossip-wise, was for W’s March 2009 cover, dubbed “Blame It On Rio” — that’s when Madge met Jesus Luz!! Shortly after “Rio,” Klein was tapped to shoot Queen Madge for some back-to-back Dolce & Gabbana womenswear campaigns. The images were black-and-white and pitched Madonna as an Italian housewife in an early Fellini film. Sure. That trip down photography lane brings us to Monday, when for reasons as yet unknown, Klein posted one of the Madge images from the D&G Winter 2011 series on his Instagram. Only it wasn’t just an image, it was an AI-generated video built from that original, authentic photo. People quickly took to the comments to voice their emphatic displeasure with an artist like Klein using AI, as Just Jared explains:
In the AI-generated video, the doors behind her fly open as people run past her, as she reacts in shock, with her face morphing as she bizarrely splashes the water.
“‘You want truth? Start on your knees. The floor’s waiting.’ -Madonna #shotbyklein @madonna @dolcegabbana,” Steven tagged the post.
Madonna then shared the video to her Instagram Story, captioning it “The One,” referring to her latest collaboration with the brand.
Fans were not impressed at all with the clearly AI-generated video, and took to the comments to express their dissatisfaction.
“Ruining your own art with AI is crazy,” a user wrote.
“I’m so tired of AI, it’s getting so annoying,” another said…
“A luxury brand using AI? Absolutely disgusting,” said another.
Yes, yes to all of this! Except for the person who bemoans a luxury brand using AI; for once, D&G are off the hook on this one. While it’s true they have partnered with Madonna once again for an ad campaign — touting their The One fragrance line (for humans, not dogs), also celebrating a 20th anniversary — the new campaign was lensed by Mert Alas. Steven Klein has nothing to do with it, so what’s the deal with his AI video? Does he think he’s lending support to Madge for her reunion with D&G? If so, I’m sorry but it comes across as attention-seeking. Not that Madonna wouldn’t do the same! Remember Madge posting AI photos of Pope Francis seemingly coming on to her, in what turned out to be a few months before his death? Yeah, so I can see how Madge and Klein are friends.
And y’all know I’m an anti-AI crusader (it’s an unnecessary “shortcut” that always has to be fact-checked by humans yet is going to put SO many people out of work, it’s an environmental catastrophe, etc…). So instead I’d like to use the remainder of my time to shriek at the top of my lungs: WTF is happening in this video?? Building from the original photo, Madonna is on the floor scrubbing (more like splashing water around), and then hordes of business attire clad people come running in and almost trample her, all while it says “DOLCE & GABBANA” in the bottom right corner. If this is supposed to play like an ad, WHAT are they selling?!!
photos via Instagram and credit Getty Images
The generated video doesn’t even look like Madonna! What is the point! (I mean, to be fair even Madonna doesn’t look like Madonna anymore, but you know what I mean)
I have less of an issue with the AI and more an issue with them promoting D&G. They seem to be making a comeback after both a racism and internalized homophobia scandal all without any apologies. Be good if this page would also stop covering or promoting them by showing their work on the red carpet.
For god’s sake fix your roots. Surely Madonna can afford hair maintenance. I get that this is supposed to be a good look in some circles, but tacky, tacky, tacky.