Dior animated festive film faces AI allegations; director denies use

Dior’s animated short film for the festive trading period has drawn allegations from social media users that it was made using artificial intelligence, according to FashionUnited. The LVMH brand has emphasised the production’s traditional techniques, while director Sylvain Chomet has denied that generative AI was used.

Unveiled in early November, Les Couleurs de la nuit, par Christian Dior is set in the winter of 1949 and features the likeness of actress Marlene Dietrich. In a promotional video published by Dior, Chomet said the production used techniques from the era. Dior’s press release also drew a parallel between the animator’s work and the meticulous work of its haute couture artisans.

Among the critics, Melbourne-based animator Alessia Paino disputed that the film was hand-animated, citing the characters’ movement. Other users pointed to a character’s six-fingered hand as evidence of AI involvement. Responding in Variety, Chomet said the drawing depicted a hand fanning out and that additional fingers could suggest motion. He denied the generative-AI allegations.

Why it matters The dispute puts Dior’s craftsmanship-led marketing under scrutiny. For luxury businesses linking promotional work to artisanal production, the episode shows how questions about creative methods can also become challenges to the brand’s claims about human skill and meticulous workmanship.