Utilization of Generative AI in Fashion Design Pro- cesses – Through the Lens of Ready-to-wear and Haute Couture

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School of Business | Bachelor's thesis

Date

2024

Major/Subject

Mcode

Degree programme

Tieto- ja palvelujohtaminen

Language

en

Pages

35 + 5

Series

Abstract

The fashion industry is going through change due to developments in generative AI technology. A significant part of this change is caused by the integration of GAI into the fashion design process. This thesis investi- gates how generative AI (GAI) can enhance and improve the design process, focusing specifically on the utility of the areas of ready-to-wear and haute couture design. Practical applications, such as Midjourney and StyleGAN, will be examined. The examination will highlight the potential of these applications – the potential to accelerate the process, enhance creativity as well as increase inclusivity within the design process. In addition to investigating these applications, this thesis examines the implications of implementing GAI into the process. These implications include productivity and the democratisation of the fashion design pro- cess. However, the thesis also identifies challenges and limitations of current GAI tools, with limitations being the technology's lack of understanding when it comes to complex, nuanced, or detailed visions of the designers as well as GAI’s potential to perpetuate biases. This thesis is conducted as a literature review, offering comprehensive insight into GAI’s potential in the fashion design process while acknowledging the limitations and areas for future research.

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Thesis advisor

Nummi, Patrik

Keywords

design, generative AI, GAN, fashion, productivity

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