MAJOR PROJECT - DISSERTATION 


Can Digital Design and Data Avert Overconsumption in an Industry Thriving on Fast Fashion?


This study's aim was to explore how innovations in AI and digital design could offer sustainable solutions within fashion retail. Primarily focusing on how technology could avert overconsumption within an industry dependent on fast-fashion consumerism. 

The domination of fast fashion has arguably intensified how much we consume. Retailers have normalised short-lived, trend-based clothing in addition to their persuasive prices. This is not only exploiting the aesthetic sensibilities of today’s consumer but the integrity of our environment. 

AI is fundamentally transforming the fashion industry from the way companies produce, supply and market clothing. As sustainability is set to be the single biggest challenge and opportunity in 2020 (businessoffashion, 2019). This study analyses how AI is effectively providing companies with sustainable solutions. 


“The tech world holds an increasing amount of power, and with that comes a responsibility to solve the problems that matter most” - Ankur Jain, founder of The Kairos Society

Although, it is important to understand that AI is a powerful tool and should be used with caution. This study will explore the implications AI possesses. As the adoption of data used to exploit digital marketing infiltrates the fashion industry.

Digitally advanced consumers, Gen Z, and Millennials are already living between their virtual and physical spaces. As social media influences them to subconsciously view clothing more as digital content for their online identities. Digitised fashion is alternating how they can satisfy their desire for newness by investing in virtual clothing instead. 

As we enter into this digital era, AI and digital design are ultimately closing the void between digital and real-life. This presents the potential to change how the hyper-connected consumer engages with fashion entirely.

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