The co-evolution of color and digital tools: a new logic for fashion design

This contribution offers a critical analysis of color as a visual code within the digital workflow of fashion design, through a comparative investigation of two iconic brands: Prada and Armani. The study focuses specifically on product color design in digital environments—namely, its representation and material rendering—rather than on dyeing or industrial production processes. The research unfolds across three levels—image, language, and material—and is based on a critical reading of visual and documentary data drawn from official fashion archives (1988–2024). Through a five-phase periodization, the study highlights paradigm shifts in color design, illustrating how digital tools (such as Pantone systems, generative AI, and 3D simulation) have progressively transformed chromatic composition, affecting both visual coherence and the cultural semantics of color palettes. Comparative analyses show that maximum chromatic fidelity is achieved through a conscious selection of material substrates (e.g., cotton vs. silk) and a formal design approach aligned with brand identity. Findings reveal a measurable gap between algorithmic simulation and multisensory experience, which calls for perceptual calibration phases and the integration of semantic and affective parameters into the digital design workflow.