Artificial discourses in fashion

analysis of the meanings intertwined in the “Sunset Dream” campaign by the Mango brand

Authors

DOI:

https://doi.org/10.34019/2525-7757.2025.v10.46923

Keywords:

Discourse analysis, Artificial intelligence, Fashion, Advertising

Abstract

Generative artificial intelligence (GAI) systems have become an active integral part of the daily reality of part of the world’s population, influenced by their potential and speed of production and response. In this sense, such digital artifacts can produce everything from complete text to realistic images of famous people in different situations, including advertisements. This essay proposes an analysis of how IAG operates discourses in the advertising communication of a fashion brand, based on the study of the “Sunset Dream” campaign by the Mango brand. On a theoretical-methodological basis, we adopted Foucault (2008) aiming to understand the potential of IAG as a power mechanism that regulates and directs the meanings produced in fashion. The results indicate that the advertising campaign analyzed reflects three central discursive dimensions: (i) the maintenance of predominant aesthetic and sociocultural standards, (ii) the modification of elements in response to changes in consumer preferences and (iii) the creation of new discourses – within the context of the brand – linked to the technological innovation. We conclude that GAI, while reinforcing existing norms, has the potential to reorganize narratives, shaping perceptions of style and identity in the fashion system.

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Author Biographies

Ítalo José de Medeiros Dantas, Feevale University

PhD candidate in Cultural Processes and Expressions at Feevale University. Master in Design from UFCG, Specialist in Communication, Semiotics and Visual Languages ​​from UBC and Fashion Designer from IFRN. He was a substitute professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande – Caicó Campus.

Fernanda Ribeiro, Feevale University

Master's student in Cultural Processes and Expression and graduated in Fashion from Feevale University.

Glauber Soares Júnior, Feevale University / State University of Minas Gerais

Professor of the Bacharelado em Design course (since 2024) at the State University of Minas Gerais - Unidade Ubá (UEMG, Ubá). Currently, the Interdisciplinary Post-Graduation Program in Processes and Manifestações Culturais (Interdisciplinary in Societies and Humanities) at Feevale University is in the research phase, focusing on the Memory and Identity research line. Possess the title of Master in Home Economics at the Center for Human Sciences, Letters and Arts of the Federal University of Viçosa (PPGED/UFV), where he contributed to the research line 'Work, Consumption and Culture'. Possui specialization in Textile and Fashion Technology for Unyleya, with particular interest in the processes and artisanal production of textiles. Start your academic day with a Fashion Design graduation at the Instituto Federal do Sudeste de Minas Gerais - Muriaé Campus (IFSEMG). Integrou o research group History of Art, Clothing and Fashion: Interações e Abordagens Theoretical-Methodological, at Universidade Feevale. Highlighted, between 2021 and the beginning of 2023, he served as deputy editor of the newspaper Oikos: Family and Society in Debate, linked to the Post-Graduation Program in Domestic Economy of the Federal University of Viçosa. His field of interest covers areas such as Research Methodology, Design Processes, Fashion Design, Textiles, Textile Crafts, Sustainability, Material Culture and Gender. His interdisciplinary research focuses especially on regional and local cultures.

Claudia Schemes, Feevale University

PhD in History (PUCRS), master in History (USP), graduated in History (Universidade do Vale do Rio dos Sinos-UNISINOS). Professor of the Fashion and PPG Processes and Cultural Expressions course at Feevale University.

Marcelo Curth, Feevale University

Professor of the post-graduation program in Processes and Manifestações Culturais of Universidade Feevale, Professor at the level of graduation and post-graduation of disciplines on Management and Entrepreneurship in Health and Sports. Possessed a PhD in Administration from the Universidade do Vale do Rio dos Sinos (UNISINOS), Master in Administration and Business from the Universidade Católica do Rio Grande do Sul (PUC-RS), Post-Graduate in Administration and Marketing from the Universidade Gama Filho, Post-Graduate em Educação pela Faculdade (SENAC-RS) and Post-graduating in Mentoring Teacher Education (Universidade de Tampere - Finlândia), graduating in Sports Sciences from the Universidade Luterana do Brasil (ULBRA) and graduating in Administration from UNISINOS. Course coordinator at the post-graduation level (Lato Sensu), of innovation projects with agencies for the promotion and management of sports and extension programs and projects.

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Published

2025-07-28

Issue

Vol. 10 No. 2 (2025): Fazer roupa: práticas que produzem a moda

Section

DOSSIÊ – Fazer roupa: práticas que produzem a moda

License

Copyright (c) 2025 Ítalo José de Medeiros Dantas, Fernanda Ribeiro, Glauber Soares Júnior, Claudia Schemes, Marcelo Curth

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