This project explores how artificial intelligence (AI) can influence creativity and efficiency in the fashion design process, with a specific focus on small to medium-sized fashion brands (SMEs), where innovation must often balance creativity, cost, and practicality.

The research investigates how AI generative tools such as image generators and trend forecasting can support designers during the early ideation phase and visual concept development.

The idea starts from current shifts in the fashion industry, where AI is increasingly integrated into forecasting, product development, and digital design processes.

The core of this research combines academic inquiry with hands-on experimentation, bridging theory and practice through a design-based methodology. My personal learning goal was not only to understand the technology but to critically assess its real-world value when used in collaboration with fashion professionals.

Sections below are the key stages of the project, including expert interviews, desk research findings, reflections, and outcomes of the project, including a live workshop conducted with the design team at Stichd company.

Whether you're a fashion researcher, designer, or simply curious about the role of AI in creative work, this project offers a grounded and practical perspective on both the possibilities and limitations of AI in fashion design.