ABSTRACT
In this article some lines are drawn for the understanding of the limits that are imposed to the reverse design and the redesign in the process of development of design products. Reflecting on the relations between the academy and industries, along with some case studies of companies and brands that stand out in the world of fashion, we try to relate the central values of the discourse of design, such as aesthetic, functional, social, cultural and ethical, emphasizing creativity of the product and the value of its authorship. In the era of globalization, it is therefore essential that designers, aware of the strategies defined by the various brands, incorporate in their projects the theoretical foundations of design, oriented to respond to sociocultural differences, ergonomic needs of users, technological innovations and market requirements in a respect consistent with the ethical principles that guide the projectual practice of design.
