“Let’s Fashion Fiction!” Fashion Designers as Speculators, Alternative Present and Possible Future with Speculative Design

This research explores the transformative potential of speculative design in shaping the future of fashion, with a specific focus on the concept of fashion fiction. The article analyses two case studies from Demna Gvasalia’s Balenciaga fashion collections, the 2021Fall - Afterworld game film and the 2022 Spring - Clones fashion show, to demonstrate how different ways of combining narrative building, scenario design, and parallel worldviews of fashion fiction stimulate audience imagination and discussion. It also presents a comprehensive analysis of the aesthetic system and worldview of fashion design cases, shedding light on their pivotal role in envisioning and shaping the future of fashion. Furthermore, the evolving significance of clothing in fashion shows is examined, highlighting the profound influence of fashion fiction in reshaping the experiential and conceptual dimensions of fashion presentations. By delving into the role of fashion designers as visionary speculators, the study investigates their capacity to craft alternative presents and possible futures through the creative lens of fashion fiction.