Understanding Fashion Designers’ Behavior Using Generative AI for Early-Stage Concept Ideation and Revision

Abstract

Background Generative AI has emerged as a powerful tool in fashion design, supporting activities such as ideation, sketching, and creativity enhancement. This study explores how commercial generative AI tools like Bing, Midjourney, and DALL-E can augment the creative processes of professional fashion designers during the early stages of concept ideation and revision. Methods A mixed-methods approach was employed, involving a pilot study, sketch experiment interviews, and a focus group discussion. 19 participants, including design students and professionals, used AI tools Midjourney and DALL-E for concept ideation and revision. Data were analyzed using thematic analysis, focusing on understanding designers' behavior and decision-making processes while using generative AI tools. Results Generative AI tools significantly enhanced the early stages of fashion design by providing diverse and rapid visual stimuli. Designers interacted with AI tools through text prompts, refining hand-drawn sketches, and enhancing digital sketches, which facilitated creativity and decision-making. Challenges identified included biases in AI outputs, intellectual property concerns, and usability issues. Conclusions The study highlights the potential of generative AI to enhance the fashion design process by providing diverse visual stimuli and accelerating concept ideation and revision. The study identifies key challenges such as biases, intellectual property concerns, and gaps between designer intentions and AI realizations. Future research should explore a broader range of AI tools, long-term impacts, and ethical implications, underscoring AI's role in augmenting and co-creating, rather than replacing, human creativity in fashion design.