From the Runwat to the Meme

Digital narratives and fashion communication through AI

Authors

DOI:

https://doi.org/10.62701/revsocial.v13.5504

Keywords:

Fashion communication, Artificial intelligence, Transmedia narratives, Prosumers, Digital culture

Abstract

The transformation of fashion communication offers a fertile field to explore how users reinterpret visual narratives through artificial intelligence. This paper analyzes AI-generated memes under the hashtag #bybalenciaga as an expression of emerging transmedia content. Through the campaigns of brands such as Balenciaga, Louis Vuitton, and Jacquemus, it examines how visual experiences are adapted to viral and Instagrammable formats. Users act as prosumers using tools like Midjourney or DALL·E, generating new visual languages and tensions between reality and fiction. These dynamics raise relevant ethical, cultural, and communicative implications in the context of digital fashion and participatory cultural production.

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Published

22-12-2025

How to Cite

Golf Sanchez, S., Bastidas Manzano, A. B., & Alcolea Parra, M. (2025). From the Runwat to the Meme: Digital narratives and fashion communication through AI. SOCIAL REVIEW. International Social Sciences Review Revista Internacional De Ciencias Sociales, 13(2), 133–147. https://doi.org/10.62701/revsocial.v13.5504

Issue

Vol. 13 No. 2 (2025)

Section

Research articles

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Copyright (c) 2025 Susana Golf Sanchez, Ana Belén Bastidas Manzano, María Alcolea Parra

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