TY - JOUR AB - Purpose There are various style options available when one buys clothes on online shopping websites, however the availability the new fashion trends or choices require further user interaction in generating fashionable clothes. The paper aims to discuss this issue.Design/methodology/approach Based on generative adversarial networks (GANs) from the deep learning paradigm, here the authors suggest model system that will take the latest fashion trends and the clothes bought by users as input and generate new clothes. The new set of clothes will be based on trending fashion but at the same time will have attributes of clothes where were bought by the consumer earlier.Findings In the proposed machine learning based approach, the clothes generated by the system will personalized for different types of consumers. This will help the manufacturing companies to come up with the designs, which will directly target the customer.Research limitations/implications The biggest limitation of the collected data set is that the clothes in the two domains do not belong to a specific category. For instance the vintage clothes data set has coats, dresses, skirts, etc. These different types of clothes are not segregated. Also there is no restriction on the number of images of each type of cloth. There can many images of dresses and only a few for the coats. This can affect the end results. The aim of the paper was to find whether new and desirable clothes can be created from two different domains or not. Analyzing the impact of “the number of images for each class of cloth” is something which is aim to work in future.Practical implications The authors believe such personalized experience can increase the sales of fashion stores and here provide the feasibility of such a clothes generation system.Originality/value Applying GANs from the deep learning models for generating fashionable clothes. VL - 32 IS - 2 SN - 0955-6222 DO - 10.1108/IJCST-12-2018-0148 UR - https://doi.org/10.1108/IJCST-12-2018-0148 AU - Singh Montek AU - Bajpai Utkarsh AU - V. Vijayarajan AU - Prasath Surya PY - 2019 Y1 - 2019/01/01 TI - Generation of fashionable clothes using generative adversarial networks: A preliminary feasibility study T2 - International Journal of Clothing Science and Technology PB - Emerald Publishing Limited SP - 177 EP - 187 Y2 - 2024/04/24 ER -