2026, Vol. 11, No. 2. - go to content...

Permanent address of this page - https://kostumologiya.ru/en/05ivkl226.html

Метаданные этой статьи так же доступны на русском языке

Full article in PDF format (file size: 538 KB)

For citation:

Korobtseva N.A., Barbolin I.N. Vibe design and ai generation in fashion: the emergence of a new aesthetic and economic model of visual content production. Journal of Clothing Science. 2026; 11(2). Available at: https://kostumologiya.ru/PDF/05IVKL226.pdf (in Russian).

Vibe design and ai generation in fashion: the emergence of a new aesthetic and economic model of visual content production

Korobtseva Nadezhda Alekseevna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: rrr-home@yandex.ru
ORCID: https://orcid.org/0000-0001-9895-6761

Barbolin Ilia Nikolaevich
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: Info.barbolin@yandex.ru
ORCID: https://orcid.org/0009-0009-1327-0521

Abstract. The article examines vibe design as an emerging stage in the evolution of visual communication within the fashion industry shaped by the rapid development of generative artificial intelligence technologies. The study aims to analyze the transformation of aesthetics, production economics, and professional practices involved in fashion visual content creation under conditions of AI integration. The research explores the transition from traditional fashion production models based on studio photography and multidisciplinary teams toward a flexible system in which a single specialist generates visual narratives through the construction of brand atmosphere, mood, and aesthetic identity using generative tools.

The methodology combines historical analysis of fashion communication formats, comparative case studies of both global and niche fashion brands, and an economic comparison between conventional photoshoot production and AI-generated visual content. The findings demonstrate that vibe design represents not a temporary trend but a structural response to technological innovation, platform-driven media dynamics, and changing audience perception of digital imagery. The study shows that generative AI significantly reduces production costs, increases content scalability, and enhances audience engagement while simultaneously redefining the competencies of contemporary fashion designers toward visual thinking and algorithmic creativity.

The paper concludes that AI generation extends beyond marketing applications and increasingly influences conceptualization and collection development processes, contributing to a new paradigm of interaction between digital and material dimensions in contemporary fashion practice.

Keywords: vibe design; generative artificial intelligence; fashion industry; visual communication; AI-generated imagery; digital fashion; fashion branding; brand visual identity; fashion content production; creative industries; design process; AI aesthetics

Download article in PDF format