Design and Product Development

Beyond the Sketch: Exploring Emerging Practices of Generative AI Use in Fashion Design

---

Abstract

This study investigates how fashion students engage with generative AI (GenAI) in their creative and professional practices, addressing a research gap that has largely focused on technical innovation rather than user experience. Through semi-structured interviews with nine fashion undergraduates, we examined the tasks for which students apply GenAI and the challenges they encounter. Inductive qualitative analysis revealed five major use categories: concept development, design and creation, professional communication, production and business strategy, and fashion show or event preparation. These findings demonstrate that students use GenAI not only for visual ideation but also for research, branding, and strategic decision-making. Challenges included reliability issues, limited AI creativity relative to human intuition, and usability barriers such as vague outputs, complex prompts, and tool limitations. By highlighting emerging practices in fashion design workflows, this study offers insights for AI developers, educators, and industry professionals seeking to support meaningful human-AI collaboration.

Keywords: Generative AI (GenAI), Fashion design, Creative practices, User experience, Fashion students

How to Cite:

Li, Y., Tong, X., Taylor, B., Su, J. & Carrico, M., (2025) “Beyond the Sketch: Exploring Emerging Practices of Generative AI Use in Fashion Design”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21389