Determining Your ‘Fashion Identity’ in Fashion Recommender Systems and Issues Surrounding the Right to Privacy


  • Daria Onitiu Northumbria Law School


Algorithmic personalisation in the fashion domain illustrates the illusion of reality. This paper offers an outlook on the implications of artificial intelligence (AI) techniques on autonomy and informational privacy focusing on recommender engines in fashion e-commerce. Fashion recommender systems support the optimisation of social processes that are based on implementing ‘fashion narratives’ on style and emotional attributes on clothing in the algorithmic process.

Whilst fashion recommender systems illustrate incomplete semblance of individual behaviour, it bases the operation on the responsiveness of individual behaviour, impacting an individual’s autonomy. In this respect, algorithmic processes engage in a process of interactive value creation based on the creation of an imaginary that affects the individual’s subjective experience of self, and a person’s identification of the self in a social context. We need a deeper understanding of conditions that shape an individual’s expression of inter-personal values regarding fashion recommender systems. An analysis of the so-called ‘right to explanation’ in the General Data Protection Regulation reveals that solving issues of interpretability and explainability in fashion recommender systems offers a starting point to assess the parameters of informational privacy in algorithmic personalisation systems.






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