Fashion, artificial intelligence, and representation: the aesthetic and symbolic construction of the Dreamy Winter Escape campaign – Farm Rio Global

Authors

DOI:

https://doi.org/10.5965/1982615x19472026139

Keywords:

artificial intelligence, farm rio, digital fashion, representation

Abstract

This article aimed to analyze the symbolic and aesthetic construction of the Dreamy Winter Escape campaign by Farm Rio Global, focusing on the integration of artificial intelligence (AI) as a creative tool in fashion visualities. To this end, it adopts a basic, qualitative, and descriptive research approach, using bibliographic and documentary surveys as technical procedures. The analysis reveals that although the campaign presents visual innovations through the use of AI, it reproduces Eurocentric beauty standards and exoticizes Brazilian tropicality, disregarding the country’s ethno-racial diversity. The results indicate that the uncritical use of AI reinforces hegemonic aesthetics and automates historical exclusions instead of subverting representational paradigms. Thus, the study highlights the need for an aesthetic-political commitment to the use of emerging technologies in order to promote plural and inclusive representations in digital fashion.

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Author Biographies

Cristiany Soares dos Santos, Universidade do Estado de Santa Catarina

PhD candidate in Design at the State University of Santa Catarina (UDESC), under the supervision of Prof. Dr. Aníbal Alexandre Campos Bonilla. Professional Master's degree in Clothing and Fashion Design from UDESC (2024), with research focused on activist communication in fashion photography for creative digital platforms, exploring black and peripheral aesthetics in Rio de Janeiro, supervised by Prof. Daniela Novelli. Specialist in Branding from the European Institute of Design (IED) and graduate in Fashion Design from the Federal Technological University of Paraná (UTFPR). I am interested in topics involving fashion, design, decoloniality, and race, with a focus on intersectional and critical perspectives that dialogue with aesthetic, cultural, and identity diversity.

Aníbal Alexandre Campos Bonilla, Universidade do Estado de Santa Catarina

He holds a degree in Marine Engineering from Escuela Naval Almirante Padilla (1991), a degree in Mechanical Engineering from Universidad de Los Andes (1996), a master's degree in Mechanical Engineering from Universidad de Los Andes (1999), a doctorate in Mechanical Engineering from Universidade Federal de Santa Catarina (2004), postdoctoral fellowship at the Technical University of Braunschweig in Germany (2005-2006), and doctoral researcher, through the Spanish government's “Juan de la Cierva” program, in the Department of Automation and Electronics at the Polytechnic University of Madrid. He has experience in the field of Mechanical Engineering, with an emphasis on Robotics and Control, working mainly on the following topics: kinematics/dynamics of manipulators (robots), singularities and parallel manipulators, construction and control of robots. 

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Published

2026-01-01

How to Cite

SANTOS, Cristiany Soares dos; BONILLA, Aníbal Alexandre Campos. Fashion, artificial intelligence, and representation: the aesthetic and symbolic construction of the Dreamy Winter Escape campaign – Farm Rio Global. ModaPalavra e-periódico, Florianópolis, v. 19, n. 47, p. 139–199, 2026. DOI: 10.5965/1982615x19472026139. Disponível em: https://www.periodicos.udesc.br/index.php/modapalavra/article/view/27321. Acesso em: 9 jan. 2026.

Issue

Vol. 19 No. 47 (2026): Technofashion: the techniques that weave and are woven by fashion (V. 19, N. 47)

Section

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Copyright (c) 2025 Cristiany Soares dos Santos, Aníbal Alexandre Campos Bonilla

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