Data from the Global Fashion Industry Statistics 2024 report shows that the fashion industry is currently worth over $2.5 trillion and employs approximately 75 million people worldwide. McKinsey & Company analyses suggest that the sector will grow at a rate of 5-6% annually, reaching $3.3 trillion by 2030. At the same time, the industry accounts for 10% of global carbon dioxide emissions and is the second most polluting sector after the oil industry (UN Environment Programme, 2023). Other studies indicate that 85% of textiles end up in landfills, and the average item is worn only 7-10 times before being thrown away (Ellen MacArthur Foundation, 2024).

At the same time, a rapid digital transformation is taking place in the creative industries. Artificial intelligence is revolutionizing design processes – from pattern generation through algorithms to production automation. E-commerce platforms already account for 20% of global fashion sales, with forecasts pointing to a rise to 30% by 2025. Blockchain technologies are transforming the way we verify product authenticity and track supply chains, while augmented and virtual reality are opening up new possibilities for product presentation and personalizing consumer experiences.

Protecting creators’ rights in the digital age is becoming a particularly critical issue. Traditional intellectual property protection mechanisms—from copyright and patents to trademarks and geographical indications—require a fundamental reinterpretation in the face of new technologies. Artificial intelligence algorithms that generate original designs challenge the traditional understanding of authorship, while 3D technologies and digital printing enable the easy copying of protected designs. The globalization of e-commerce platforms complicates the enforcement of rights across jurisdictions, and the emergence of NFTs is creating new forms of digital intellectual property. At the same time, the protection of geographical indications in the fashion and design industry is gaining importance as consumers become increasingly aware of the origin and authenticity of products.

The contemporary creative economy requires not only protection but, above all, strategic optimization of intellectual property portfolios. Effective IP management encompasses the identification and valuation of intangible assets, optimal timing of patent application filing, and building synergies between various forms of protection. In an era of rapid innovation cycles, balancing openness to collaboration with maintaining a competitive advantage becomes crucial, requiring the development of new licensing models and strategic partnerships. Optimizing the costs of maintaining rights globally and minimizing the risk of infringement through professional IP audits and market monitoring systems is particularly important.

The changes being observed are not only technological but also fundamentally legal and ethical. The development of new technologies is accompanied by a number of regulatory challenges, signifying a new quality of relationships between creators, the law, and consumers. The characteristics of this “new creative economy” are particularly evident when digitization processes are combined with rapidly progressing transformations in environmental awareness, value systems, and relationships between brands and consumers. Classical approaches to intellectual property law largely assumed traditional models of creation and distribution. Contemporary research on the creative sector outlines a significant shift from understanding technology as a threat to traditional forms of creativity toward an approach that emphasizes the opportunities new tools bring.

The emerging problem of mass production, fast fashion, and its impact on the environment is often framed within the concept of “Fashion Crisis.” This perspective reflects the negative consequences of increasing commercialization and accelerated production cycles. This approach compares the current fashion industry model to an unsustainable system, generating not only environmental but also social problems related to working conditions and fair remuneration. The Center’s activities support a completely different approach, one that addresses the integration of sustainable development principles into design, production, and distribution processes. This is encouraged by research findings that increasingly emphasize the sustainable-by-design approach. Within this framework, creativity is clearly integrated with environmental and social responsibility. This approach expresses acceptance of technological innovation while understanding certain risks associated with uncontrolled development and strives to facilitate a balance between progress and sustainability.

The challenges outlined not only create space for research, but above all, open up the necessary field of collaboration between researchers and the creative ecosystem. Diagnosing the needs of the era of digital transformation, but The potential for harmoniously combining technological innovation with the protection of creators’ rights and the principles of sustainable development should also be explored in real-world activities aimed at creating a modern legal and ethical framework for creative industries. The overarching goal of the Center for Design, Fashion, and Advertising Law at the University of Silesia is to support and protect creators and consumers in the dynamically changing digital environment. Responsible innovation allows creative economy entities to realize their potential and utilize it for sustainable business development, consistent with their own needs, creative aspirations, and technological capabilities.