Purpose - This study explores optical illusions and their application in fashion design, examining their role in manipulating visual perception, enhancing aesthetic appeal, and addressing functional and psychological aspects of clothing. Design/methodology/approach - The research synthesizes theoretical frameworks from Gestalt psychology, color theory, and line illusions, alongside case studies of avant-garde and ready-to-wear fashion. It analyzes historical and contemporary examples, including Op Art fashion, trompe-l'œil techniques, and technological integrations like smart textiles and AR/VR. While the theoretical framework is built upon rigorous academic literature, the analysis of contemporary fashion case studies necessarily incorporates non-scholarly sources (e.g., reputable fashion archives, museum collections, and professional press from Vogue, WWD, and Showstudio) strictly for the purpose of visual documentation and illustration of specific designer garments. Findings - Optical illusions in fashion serve two primary categories of outcomes: utilitarian (e.g., body contouring, proportional adjustments) and artistic-conceptual (e.g., surreal silhouettes, kinetic effects). Key techniques include geometric-optical illusions, colour contrast & irradiation illusions, and trompe-l'œil, as demonstrated by designers like Issey Miyake, Viktor & Rolf, and Yves Saint Laurent. However, cultural sensitivities, production complexities, and wearability challenges limit universal applicability. Originality/value - This paper provides a comprehensive integrative review of optical illusion techniques in fashion, bridging gaps between anecdotal design practices and academic research. It highlights the intersection of art, science, and technology while proposing future directions for sustainable and user-centric innovations.

visual illusion, clothing design, design concept, avant-garde, trompe-l'œil