Contributor:
Brian Frandsen

Strategic Designer

Time:

From one hour to a whole day

Participants:

Depending on how you use it, it can be just you, your team or your entire company

Materials:

The print outs, something to write with and post its are always a good idea

Credits:

Else Skjold, Brian Frandsen and 53 fashion students, researchers and professionals within the industry

Download tool:

Leave A Comment

Leave A Comment

Fashion Dreaming: Envisioning a Sustainable Future through Speculative Design

Historically, the fashion industry has been centered on creating desire—crafting allure, defining new trends, and shaping what is considered beautiful or outdated. Yet this focus has, over time, spiraled to extremes, driving consumption and obsolescence to unsustainable levels. But what if design were used not to perpetuate this cycle but to reimagine what fashion could and should be?

Inspired by speculative design, this approach invites us to envision alternative futures for the fashion industry. Rather than simply responding to market trends or consumer demand, designers could ask critical “what if” questions: What if fashion prioritized sustainability over consumption? What if beauty were defined by equity and care instead of exclusivity?

This approach underpins the Fashion Dreaming Toolkit, which uses speculative design to provoke reflection and spark debate about the industry’s future. By leveraging AI, the toolkit crafts narratives told by imagined future individuals who reflect on their role in transforming the industry.

These avatars pose profound questions: What changes were needed to dismantle unsustainable practices? How did collective aspirations reshape the industry? And what lessons can we draw from their imagined hindsight?

At the core of the toolkit are 10 AI-generated stories, distilled from contributions by students, researchers, and fashion professionals. These stories serve as tools for reflection, providing a shared language and inspiring strategies for individuals, teams, and organizations to rethink their engagement with fashion.

By envisioning alternative futures, this project challenges us to reconsider the role of design—not only in creating fashion but in redefining the values and systems that shape it. What dreams must we pursue today to ensure a sustainable, equitable, and imaginative fashion industry tomorrow?

See also the event during Copenhagen Fashion Week 2024.

The kit consists of the following:

How you can use the toolkit

  1. Pick out 3-5 of the ten stories and themes to work with.
  2. Have your employees watch or read the stories together.
  3. Give everyone a Future Story Template and ask them to fill it in based on their personal dream of the future.
  4. In groups, ask your employees to take turns reading their stories aloud while the others just listen.
  5. Give each group a set of Strategy Cards and a printout of the Tactic Board. Ask them to discuss each strategy and decide on 3 of them (if they have an idea for a strategy not in the deck, they can write it on a blank card) that are particularly relevant for your company. They will then need to fill in the boxes under each strategy with hands-on actions that could be taken here and now to support that particular strategy.
  6. Hang all the filled-in Tactic Boards from the groups and give every employee three votes to place on individual strategies and actions (this could be done with small dot stickers or simple marks with a pen or marker). Ask them to go around, read all of the suggested strategies, and cast their votes.
  7. Review the strategies and actions that received the most votes and have an open discussion about what could be implemented and what could serve as inspiration for further strategizing.

  1. Decide on three time frames representing the far future, the near future, and the immediate future (for example, 2050, 2026, next quarter).
  2. Watch or read all the ten stories from the future together.
  3. Each team member fills in a Future Story Template, telling the story from the far future but replacing the personal perspective (“I” and “my”) with the perspective of the organization (using the organization’s name instead).
  4. Hang up all the stories, and take turns reading them aloud to the entire team. Now, together, craft a collective story from the far future on behalf of the organization.
  5. Next, everyone fills in another Future Story Template, but this time from the near-future perspective, replacing the personal perspective with the perspective of the team. Replace “I” and “my” with the team name. Ensure these stories align with the far future story you’ve crafted together.
  6. Read these new stories aloud and craft a new collective story for the near future, using elements from the individual stories.
  7. Look back at the far future story and discuss, “What does the organization need to do differently to make this far future story a reality?” Write all perspectives that emerge from this discussion on individual post-it notes next to the story. Prioritize the notes and decide which are the most important.
  8. Do the same for the near-future story, discussing, “What does our team need to do to support the organization in achieving this vision?” Write down all perspectives and ideas, and prioritize them.
  9. Finally, everyone writes their own personal future story from the perspective of the immediate future, telling the story of how each team member has achieved results that will help the team succeed in supporting organizational change.
  10. Take turns reading the personal stories aloud, while others listen.
  11. Each person writes down their three personal strategies or actions they will focus on from now on.
  12. You might want to leave your work displayed in a place where the entire team can see it or collect it in a way that can be used for future team strategizing.

  1. Watch or read all the ten stories from the future.
  2. Look through the Strategy Cards and decide which ones resonate most with you. It might be easier to start by selecting 1-3 themes from the 10, narrowing your focus. Choose a minimum of three and a maximum of five strategies to work with. If you have an idea for a strategy not in the deck, write it on a blank card.
  3. Place your selected strategies on one or two Tactic Boards. Hang the boards in your workspace where you can see them throughout your design process.
  4. As you experiment with designs, materials, and functions, continually refer to your selected strategies. Whenever you make a decision on a design criterion or principle that aligns with a strategy, write it down under the appropriate strategy on the Tactic Board.
  5. As you progress through your design process, the strategy boards, with the criteria and principles, will help you make decisions that align with your ambitions, aspirations, and dreams.
  6. In your next project, you might choose to reuse the same strategies, criteria, and principles, start fresh, or expand on them.

Ten stories from the future

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have completely abandoned the notion of waste. Every item is repurposed, recycled, or upcycled. The idea of discarding anything has become taboo, and landfills are relics of a bygone era.

As a fashion industry, we have made it mandatory for all designs to incorporate at least 80% of recycled materials. The concept of ‘new’ no longer applies to the raw materials we use; everything comes with a history, a past life. Fashion has become a tapestry of stories woven from the fabric of old garments.

As a professional within the field, I have mastered the art of giving life to the discarded. My work has been about seeing potential where others saw waste, transforming rags into riches, both literally and metaphorically.

The thing from my work life that stands out the most is the moment we banned virgin materials. It was a radical step, but it forced the industry to innovate in ways we never imagined. The creativity that sprang from necessity was unlike anything we had seen before.

We overcame the addiction to newness and the belief that only the untouched has value. We realized that beauty and worth come from the stories an item carries with it.

Now my wishes for the next generation of professionals are that they continue to push the boundaries of what is possible with what already exists. Let them see that the past is not something to be discarded but something to be cherished and built upon.”

Theme: Circular Economy and Resource Efficiency
Reimagining Waste: From Disposal to Renewal

In a sustainable future, the fashion industry must adopt circular economy principles, where waste is designed out of the system, and every material is repurposed or recycled. This approach minimizes resource extraction and environmental impact while maximizing the value of materials throughout their lifecycle.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have shattered the barriers that once divided us. Beauty is no longer defined by a narrow set of standards; it is as diverse and varied as humanity itself. Everyone is celebrated for their unique traits, and fashion is a reflection of that diversity.

As a fashion industry, we have embraced inclusivity in every aspect. From design to marketing, we have ensured that all voices are heard, all bodies are represented, and all stories are told. The runway is no longer a place for the few; it is a stage for all.

As a professional within the field, I have fought tirelessly to bring marginalized voices to the forefront. My designs have been worn by people of all shapes, sizes, colors, and identities, and each one has been a testament to the beauty of diversity.

The thing from my work life that stands out the most is the day our industry collectively agreed to ban the use of size labels. It was a revolutionary moment, a clear statement that fashion is for everyone, not just those who fit into a predetermined mold.

We overcame the exclusionary practices of the past, the idea that beauty is limited to a select few. We learned that true beauty is found in our differences, and that inclusivity is the only path forward.

Now my wishes for the next generation of professionals are that they continue to celebrate the full spectrum of humanity. Let them create for everyone, knowing that the world is richer when all voices are heard and all bodies are seen.”

Theme: Radical Inclusivity and Fair Representation
Fashion for All: Embracing Diversity in Every Form

A truly sustainable fashion industry is one that is inclusive and representative of all people. This means designing for a wide range of bodies, cultures, and identities, and ensuring that everyone’s voice is heard and respected.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have redefined our relationship with the things we own. We no longer seek to possess more, but rather to form deep, meaningful connections with the few items we do have. Each piece in our lives has a purpose, a story, a soul.

As a fashion industry, we have shifted focus from mass production to crafting pieces that resonate with individuals on a profound level. Every garment is created with the wearer in mind, tailored not just to fit the body, but to connect with the heart and spirit.

As a professional within the field, I have dedicated my life to creating clothes that are more than just fabric and thread. My garments are imbued with emotion, designed to evoke feelings of comfort, confidence, and contentment.

The thing from my work life that stands out the most is when I saw someone weep as they put on a jacket I designed. It was not just a jacket to them; it was a shield, a memory, a piece of their identity.

We overcame the superficiality of fashion, the idea that clothes are just for covering the body or following trends. We made fashion about connection, about wearing something that speaks to your soul.

Now my wishes for the next generation of professionals are that they never lose sight of the power of emotion in their work. Let them create with the heart, knowing that true beauty lies in the bond between the wearer and the worn.”

Theme: Emotional Durability and Conscious Consumption
Fostering Deep Connections with What We Wear

In a future-oriented fashion industry, emotional durability will be key. This means designing garments that resonate with consumers on a personal level, encouraging them to cherish and maintain their clothing for longer periods, reducing the need for constant consumption.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have struck a delicate balance between local traditions and global collaboration. We have learned that the best way forward is to honor our roots while embracing the innovations of others. Each community thrives on its own terms, yet we are all connected in a global network of shared knowledge and resources.

As a fashion industry, we have returned to the essence of craftsmanship. The clothes we wear are made with care, using techniques passed down through generations, yet infused with the creativity and technology of the present. Each piece is a collaboration between the past and the future, the local and the global.

As a professional within the field, I have spent my career bridging these two worlds. I have worked with artisans from remote villages and tech innovators from bustling cities, bringing them together to create something truly unique.

The thing from my work life that stands out the most is the first time we created a garment that combined ancient weaving techniques with cutting-edge sustainable materials. It was a symbol of what we can achieve when we respect the old while embracing the new.

We overcame the disconnect between the local and the global, realizing that both have value and that the true power lies in their combination. We learned that fashion is not about choosing between tradition and innovation, but about finding harmony between the two.

Now my wishes for the next generation of professionals are that they continue to explore this harmony. Let them honor their heritage while remaining open to the ideas and innovations of others, knowing that the best future is one we build together.”

Theme: Local Empowerment and Global Responsibility
Balancing the Global with the Local

The future of fashion lies in striking a balance between global innovation and local empowerment. By supporting local artisans and sustainable practices, while also embracing global collaboration, the industry can create a harmonious and resilient supply chain.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have finally found a way to merge the past and the future. Technology no longer threatens our traditions; instead, it enhances them, allowing us to preserve and even revive the skills and knowledge of our ancestors while pushing the boundaries of what is possible.

As a fashion industry, we have created garments that are not only technologically advanced but also deeply rooted in cultural heritage. The latest 3D-printed designs are crafted with the same care and attention to detail as handwoven textiles from centuries past.

As a professional within the field, I have been at the forefront of this revolution, blending the old with the new. My work has been about finding that perfect balance between innovation and tradition, creating pieces that are both futuristic and timeless.

The thing from my work life that stands out the most is the moment we successfully integrated AI-driven design with indigenous craftsmanship. It was a turning point, a demonstration that technology and tradition can coexist, each enhancing the other.

We overcame the fear that technology would erase our cultural identity, proving instead that it can be a tool to preserve and celebrate it. We learned that progress does not mean abandoning the past but building upon it.

Now my wishes for the next generation of professionals are that they continue to explore this synergy. Let them use technology as a means to honor tradition, and tradition as a guide to humanize technology, creating a future that respects and elevates both.”

Theme: Technology Integration and Cultural Preservation
Merging the Old with the New

The future fashion industry must blend technological advancements with cultural preservation. This synergy can lead to innovative designs that honor tradition while pushing the boundaries of what’s possible.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have finally prioritized people over profit. We have dismantled the systems of exploitation that once plagued our industries, ensuring that every worker is treated with dignity and respect. Fair wages, safe working conditions, and humane treatment are no longer goals but realities.

As a fashion industry, we have committed to ethical production practices. Every garment is made with transparency, from the sourcing of materials to the final stitch. We no longer turn a blind eye to the suffering behind our clothes; we ensure that every hand that touches them does so willingly and fairly.

As a professional within the field, I have been dedicated to advocating for these changes. My work has not just been about creating beautiful garments but about creating a better world for those who make them.

The thing from my work life that stands out the most is the day we signed the global accord for fair labor practices. It was a monumental step, a commitment from the entire industry to do better, to be better.

We overcame the greed and apathy that once dominated our field, realizing that fashion should not come at the cost of human suffering. We learned that true luxury is not about exclusivity but about inclusivity, ensuring that everyone involved in the process benefits.

Now my wishes for the next generation of professionals are that they never lose sight of this responsibility. Let them continue to fight for social justice and ethical production, knowing that fashion can be a force for good in the world.”

Theme: Ethical Production and Social Justice
Putting People First

A sustainable fashion industry prioritizes the well-being of all workers involved in the production process. This includes ensuring fair wages, safe working conditions, and ethical labor practices across the supply chain.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have faced countless challenges, from climate crises to pandemics, and yet we have emerged stronger and more resilient. We have learned to adapt, to innovate, and to thrive in the face of adversity.

As a fashion industry, we have become leaders in resilience. Our garments are designed not just to be beautiful but to withstand the tests of time and circumstance. We have created clothing that adapts to the needs of the wearer, responding to changes in the environment, lifestyle, and society.

As a professional within the field, I have been driven by the belief that fashion should not be disposable. My designs have focused on durability, versatility, and sustainability, ensuring that they remain relevant and useful no matter what the future holds.

The thing from my work life that stands out the most is the development of adaptive clothing that could change its form and function in response to the wearer’s environment. It was a breakthrough that redefined what fashion could be – not just a statement, but a solution.

We overcame the short-sightedness of fast fashion, realizing that in a world of constant change, resilience is the true measure of value. We learned that fashion must evolve with us, serving not just our aesthetic desires but our practical needs.

Now my wishes for the next generation of professionals are that they continue to innovate with resilience in mind. Let them create for the future, knowing that the world is unpredictable, and that the best designs are those that can adapt and endure.”

Theme: Resilience and Adaptability
Fashioning a Future That Can Withstand Crises

The fashion industry must become resilient to adapt to global challenges such as climate change, economic shifts, and societal changes. This involves designing clothing that is versatile, durable, and responsive to changing conditions.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have come to value creativity over conformity. Art has reclaimed its place as the heart of culture, and fashion, as one of its most visible forms, has become a medium for personal expression rather than mass production.

As a fashion industry, we have moved away from trends and toward individuality. The clothes we create are no longer dictated by seasonal fads but by the unique visions of the designers and the personal tastes of the wearers. Fashion has become an art form, a canvas for self-expression.

As a professional within the field, I have dedicated myself to pushing the boundaries of what fashion can be. My designs have been bold, unconventional, and unapologetically artistic. They have challenged norms and invited people to see clothing as a form of personal and artistic expression.

The thing from my work life that stands out the most is the moment I saw someone wearing one of my most avant-garde pieces in their everyday life. It was a reminder that fashion, when it is true to its artistic roots, can transcend the runway and become a part of who we are.

We overcame the homogenization of fashion, realizing that true creativity cannot be boxed into trends or seasons. We learned that fashion, like any art, should be about expressing who we are, not about fitting in.

Now my wishes for the next generation of professionals are that they continue to push the boundaries of creativity. Let them see fashion as a form of art, and let their work be a reflection of the unique and diverse voices that make up our world.”

Theme: Creativity and Artistic Expression
Liberating Fashion from the Constraints of Mass Production

In a sustainable future, fashion will return to its roots as an art form. Creativity will be prioritized over mass production, encouraging unique, personalized, and artistic expressions through clothing.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have rediscovered the importance of community. We have learned that our greatest achievements come not from individual efforts but from collective action. The power of collaboration has reshaped every industry, including fashion.

As a fashion industry, we have moved away from competition and toward cooperation. Designers, artisans, and consumers now work together to create garments that reflect a shared vision. The process of making clothes has become a communal effort, with everyone involved in the journey from concept to creation.

As a professional within the field, I have been committed to fostering these collaborations. My projects have brought together people from all walks of life, each contributing their unique skills and perspectives. The result has been clothing that is not just beautiful but meaningful, created by many hands with one purpose.

The thing from my work life that stands out the most is the first time I participated in a collaborative design project with artisans from around the world. It was a humbling experience, realizing that fashion could be a bridge between cultures, a way to unite rather than divide.

We overcame the isolation and competition that once defined our industry, realizing that we are stronger together. We learned that collaboration is not just about working with others, but about building a community where everyone has a voice and a role to play.

Now my wishes for the next generation of professionals are that they continue to embrace collaboration. Let them see the value in working together, knowing that the future of fashion lies in our ability to unite our talents and efforts for a common good.”

Theme: Community Building and Collaborative Efforts
Fashion as a Tool for Strengthening Bonds

A sustainable fashion industry is one that builds and strengthens communities. By fostering collaboration and collective creativity, the industry can become a force for unity and positive change.

For privacy reasons YouTube needs your permission to be loaded. For more details, please see our Privacy Policy.

“As I approach the end of my career, I would like to reflect on the significant progress we have made.

As a global society, we have finally learned to think beyond the present. We have realized that our actions today shape the world of tomorrow, and we have taken responsibility for the legacy we leave behind. Our decisions are guided not just by immediate needs but by a vision for a better future.

As a fashion industry, we have embraced this long-term perspective. Every garment we create is designed with the future in mind, considering its impact on the environment, society, and culture. We are no longer focused on fleeting trends but on creating a lasting legacy that future generations will be proud of.

As a professional within the field, I have spent my career thinking about the long-term impact of my work. My designs have been created not just for today but for tomorrow, with a focus on sustainability, durability, and cultural significance.

The thing from my work life that stands out the most is the day I visited a museum and saw one of my early designs on display, not as a relic of the past, but as a symbol of the future we were building. It was a moment of realization that our work is not just about making clothes but about shaping history.

We overcame the short-sightedness of fast fashion, realizing that the choices we make today will echo through the ages. We learned that our legacy is not just in the garments we create, but in the world we leave behind.

Now my wishes for the next generation of professionals are that they continue to think long-term. Let them create with the future in mind, knowing that their work will become part of the legacy we all share.”

Theme: Future Vision and Legacy
Creating a Fashion Industry That Endures

Sustainability in fashion requires a long-term perspective, focusing on the legacy that today’s actions will leave for future generations. The industry must prioritize practices that ensure its impact is positive and enduring.

Who to reach out to

  • Else Skjold, Associate Professor, PhD in design and sustainability & Head of KLOTHING – Centre for Apparel, Textiles & Ecology Research
  • Ida Engholm, Professor, Institute of Visual Design & Initiator of Planetary Dreaming
  • Brian Frandsen, Designer at Planetary Dreaming

Share this with a few of your friends:

Related ressources

Related ressources