Towards Sustainable Fashion: The Role of Artificial Intelligence - H&M, Stella McCartney, Farfetch, Moosejaw: A Multiple Case Study

Throughout history, technology has undoubtedly changed many aspects of humanity, and more recently, artificial intelligence has certainly created a significant impact on people, industry and planet. Parallelly, there is another factor which affects Earth and people lives: the harmful footprint that is generated within the whole fashion system. From production to consumption, fashion creates a vicious cycle where unsustainable behaviours are repeatedly practised. On the other hand, an increasing concern is rising about these kinds of damaging approaches, demanding for a more sustainable fashion system. In this scenario, could artificial intelligence have a role in building a sustainable fashion system? This essay tries to answer this question examining how artificial intelligence can be implemented to gain sustainable solutions within the fashion production and consumption. More specifically, the research is developed through the multiple case study methodology.For this reason, four fashion brand cases are analysed in order to underline the sustainable benefits gained from each strategy: H&M, Stella McCartney, Farfetch, Moosejaw.