Toronto festival faces backlash and uncertain future over AI controversy
Toronto's newest festival, Winterista, billed as a seasonal event with ice sculptures and immersive experiences, has landed in hot water.
People allege organizers used AI-generated images in misleading promotional materials, including assets for an après-ski-style party that appeared to encourage fur attire.
Winterista first caught the attention of Toronto activists after it shared marketing materials for its Après Couture Rave, which took place last month. A carousel post on the event's official Instagram account encouraged guests to wear their most "luxurious fur coats," with each image featuring models in extravagant outerwear to inspire the dress code.
People were quick to call it out.
One user stated, "Hope this is a fur-free event. I wouldn't go to an event promoting fur," further noting that Winterista should follow the lead of globally acclaimed brands and fashion weeks that have banned the promotion of real fur due to animal cruelty and public health risks.
Another concerned commenter echoed the sentiment, writing, "Promoting fur in 2026 feels really out of step with what we know about animal welfare and sustainable fashion."
Winterista organizers responded on Instagram to clarify.
"This image was digitally created, the models are fictional, and we as an organization do not encourage or promote the use of real fur," their statement read.
In another comment, they apologized for their ignorance. "Thank you for raising this with us. We are on your side and do not support or promote the use of real fur," they wrote, adding that the team is revising event descriptions across all platforms.
Screenshot via Instagram.
"Winterista does not support or promote real fur. The visuals in question were AI-generated concept renders, and no real fur was used or involved in any way," Carlos Laya, spokesperson for Winterista, told blogTO.
Laya added that transparency was of utmost importance when addressing the accusations.
But the controversy didn't stop there.
As the initial backlash began to settle, new allegations surfaced about the three-week-long event itself.
One attendee again took to Instagram, leaving a disappointing review of their experience.
"This festival is a shame. I went there this weekend, and it's nothing like what is advertised. No ice sculptures, no ice sledding, no music, no people... nothing," they wrote.
Screenshot via Instagram.
From Winterista's original marketing, the ice slide appeared to be a key attraction. According to another disgruntled guest, however, the slide was actually made of plastic.
"The actual event was completely different from what was shown on your Instagram photos and videos. The ice sculptures, ice slide, and other attractions you advertised were not there. There was only one ice chair, and the slide was made of plastic, not ice," the user wrote, calling out the organizers online and implying that another round of AI-generated images was used to promote the event.
The user also added that misleading advertisements are unacceptable and that guests deserve honesty, so their time is not wasted.
Still, Laya stood by the team's approach.
"The use of AI imagery was, in part, a practical decision. Certain large-scale elements needed to be visualized before they physically existed, and AI renders were the only viable way to communicate that vision in advance," he said, maintaining that the team aimed to keep those renders as close as possible to what they could realistically execute onsite.
Addressing the ice slide specifically, Laya explained that "safety was the primary factor" behind the decision to use plastic.
"To ensure structural integrity and guest safety, the slide itself needed to be fibreglass-reinforced, with real ice blocks integrated along the sides," according to Laya. These distinctions, he said, may not have been immediately clear to all guests, but the decision was made to prevent possible risks.
"Looking ahead, we don't plan to rely on AI renders in the same way," he added.
Despite the road bumps, Laya stood behind Winterista's inaugural season.
"We're genuinely proud of what we accomplished. Winterista was our first festival of this kind, built entirely by our team for the community, without sponsors, and under very real logistical, financial, and environmental constraints," he said.
Although feedback has been mixed, Laya believes many guests left happy with their experience, and that the reviews received will help improve the event in the future, though he did not comment on whether Winterista will return next year.
For now, the event continues to run on select nights until Feb. 14 at Motorista Studio, located at 45-25 Commercial Rd.
Winterista
