Fashion is a consumption- and production-oriented concept that can reach and be widely accepted by large audiences; it is constantly evolving, redefining the familiar, fostering innovation, and bringing the old back into the forefront as something new. With the advancement of technology, the roles of production and consumption have become intertwined across all sectors, giving rise to the concept of the “prosumer.” In the fashion industry as well, many of the emerging practices aimed at minimizing environmental damage are carried out through the “prosumer” role. Within the scope of this study, prosumer practices within the fashion system were examined through the literature. Taking into account fashion trends and practices that contribute to sustainability through prosumer actions, and considering the impact of digitalization, the roles of prosumers equipped with new skills have been listed. In addition to actions such as upcycling and alterations, the sense of ownership created by product personalization and transformation leads to long-term use, thereby contributing to sustainability. Furthermore, in today’s increasingly digital world, individuals using websites that facilitate the buying and selling of secondhand clothing, as well as bloggers and influencers who fuel data flows and shape trends, also contribute to sustainability through their prosumer roles. All these practices have been listed and grouped under themes using the qualitative meta-synthesis method. In conclusion, in sustainable fashion, prosumers are classified under four main headings. These include: the ‘physical/artisanal prosumers,’ 'circular use prosumers,‘ 'collaborative prosumers,’ and ‘digital/data prosumers.’

The study concluded that, with the advancement of digital technologies, the roles and numbers of prosumers have increased, and the space they fill within the fashion system through sustainable actions has evolved. In the final phase of the study, to support producer-consumer actions and enable consumers with no prior knowledge to become prosumers in clothing upcycling, a sample kit was designed containing materials that allow for basic upcycling actions on clothing to be easily performed. The brand name, packaging, and list of materials to be included in the kit were specified; kit designs were planned under different themes for various design proposals, offering solutions aligned with sustainability. The kit’s content and packaging design proposed in this study were developed using tools supported by artificial intelligence in accordance with predefined design criteria. Design sketches for the kit’s contents, packaging, and brand identity were visualized using artificial intelligence; the resulting design proposals were presented as an approach that encourages “prosumer” practices within the context of sustainable fashion.