Abstract
This study introduces a novel methodology for integrating artificial intelligence (AI) into brand identity analysis and sustainable fashion design. Using Susana Bettencourt’s upcycling collection Weird it Out as a case study, the research explores how AI tools, such as ChatGPT and MidJourney, can assist designers in preserving brand DNA while incorporating trends and promoting sustainability through upcycling. Central to this approach is the Style Review phase, where Brand Identity Evaluation and Fashion Trend Analysis are conducted within the Upcycling Knitwear Framework (UpK). ChatGPT is trained to analyze the intricacies of a brand’s DNA, providing insights into its global and online perception, while MidJourney generates visual interpretations that blend contemporary trends with AI-driven prompts. This phase also addresses the challenge of envisioning the brand’s evolution using only upcycled materials from previous collections. The findings demonstrate that AI tools offer valuable support in brand DNA analysis, enabling designers to validate trends while aligning them with sustainable practices. The study outlines a replicable framework for maintaining brand identity, adapting traditional design processes, and embracing innovative product development. By bridging the gap between creative exploration and resource-efficient practices, this research highlights AI’s potential to enhance sustainability in fashion. Ultimately, the study underscores the transformative role of AI in fostering collaboration between technology and sustainable design, advancing creativity and environmentally conscious practices within the fashion industry.
Presenters
Susana Lopes BettencourtStudent, PhD Researcher, Minho University, Braga, Portugal André Catarino
Assistant Professor / Integrated Researcher, Textile Engineering Department / Centre of Textile Science and Technology, University of Minho - 2C2T, Please Select, Portugal Antonio Dinis Marques
Student, Doctor PhD, University of Minho, Braga, Portugal Sofia Moreira
PhD Researcher, Centre for Textile Science and Technology (2C2T), Department of Textile Engineering, Minho University, Braga, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Thinking, Learning, Doing: Plural Ways of Design
KEYWORDS
ARTIFICIAL INTELLIGENCE, UPCYCLING KNITWEAR FRAMEWORK, BRAND DNA, FASHION TRENDS
