This article highlights many of the critical challenges in making circularity a true solution rather than just another industry buzzword. I agree that a robust, systemic approach is essential—circularity cannot be effective without strong policies, infrastructure, and a fundamental shift in how we design, produce, and consume fashion. However, this should not delay action. Brands and supply chains must begin incorporating circular principles immediately, even if full-scale transformation takes time.
Circularity is not a quick fix, but waiting for perfect conditions risks stagnation. The industry must take a phased approach, integrating sustainable design, fair labor practices, and innovative recycling models at every stage. The danger isn’t just in circularity becoming a marketing tool—it’s in treating it as an isolated solution rather than embedding it into a broader regenerative system. If we start now with tangible commitments and accountability, circularity won’t just be a growing loop; it will be a meaningful shift toward a sustainable future.
Your point about circularity being treated as an isolated marketing tool is really valid. We are committed to looking at broader and regenerative systems change. What tangible commitments would you like to see Laura?
As a consumer, I would love to see the brands I wear incorporating circular strategies—not necessarily across their entire supply chains right away, but at least taking meaningful steps. Many brands now offer 'take-back' programs, but this solves nothing and only detracts from the problem. Circularity isn’t just about waste management; it has to start with materials. Designers should prioritize regenerative, sustainable materials—those that don’t rely on extracting non-renewable resources and can safely return to ecosystems at the end of their lifecycle.
Instead of designing first and then sourcing materials, the process should work in reverse: find or develop sustainable fabrics and innovate within those boundaries. It’s like sewing at home back in the day—working with what you have. Some brands like GANNI for examples are already doing this and there are many others.
I also think the world doesn’t need more designers—we need innovators. But I doubt the current system that produces designers is fostering the kind of radical thinking we actually need. Maybe circularity needs to start even earlier—not just in supply chains but in how we educate and train new talent.
And lastly, while this may not be directly related, I think the fashion system largely excludes consumers from decision-making—and that has to change. Instead of constantly devising new marketing strategies to sell us more things we don’t need, why not engage consumers as partners? We are the backbone of the system. Without our spending, it wouldn’t stand.
Consumers today are more informed and should be treated with greater respect. In fact, many of us are actively boycotting brands whose values don’t align with ours. Personally, I’ve stopped supporting three of my favorite brands and now shop second-hand or from companies that are transparent and ethical. If you’re curious about my reasons, you can read more here: https://larissaoliveri.com/why-i-stopped-buying-3-iconic-fashion-labels
A lot of waste could be prevented if brands truly listened to what consumers value. Yes, revenue models would need to shift, but surely there’s a balance to be found. And for those who refuse to rein in their greed—regulation should step in.
I am happy to speak on behalf of educated consumers who take time and effort to learn and understand the system. :) Lara
Thanks so much for your insightful response Lara - the fashion system certainly needs a complete overhaul and holistic approach. I feel that there is a lot of onus on both designers and consumers for change, when systems are currently very focused on like you say, selling us more.
This article highlights many of the critical challenges in making circularity a true solution rather than just another industry buzzword. I agree that a robust, systemic approach is essential—circularity cannot be effective without strong policies, infrastructure, and a fundamental shift in how we design, produce, and consume fashion. However, this should not delay action. Brands and supply chains must begin incorporating circular principles immediately, even if full-scale transformation takes time.
Circularity is not a quick fix, but waiting for perfect conditions risks stagnation. The industry must take a phased approach, integrating sustainable design, fair labor practices, and innovative recycling models at every stage. The danger isn’t just in circularity becoming a marketing tool—it’s in treating it as an isolated solution rather than embedding it into a broader regenerative system. If we start now with tangible commitments and accountability, circularity won’t just be a growing loop; it will be a meaningful shift toward a sustainable future.
Your point about circularity being treated as an isolated marketing tool is really valid. We are committed to looking at broader and regenerative systems change. What tangible commitments would you like to see Laura?
As a consumer, I would love to see the brands I wear incorporating circular strategies—not necessarily across their entire supply chains right away, but at least taking meaningful steps. Many brands now offer 'take-back' programs, but this solves nothing and only detracts from the problem. Circularity isn’t just about waste management; it has to start with materials. Designers should prioritize regenerative, sustainable materials—those that don’t rely on extracting non-renewable resources and can safely return to ecosystems at the end of their lifecycle.
Instead of designing first and then sourcing materials, the process should work in reverse: find or develop sustainable fabrics and innovate within those boundaries. It’s like sewing at home back in the day—working with what you have. Some brands like GANNI for examples are already doing this and there are many others.
I also think the world doesn’t need more designers—we need innovators. But I doubt the current system that produces designers is fostering the kind of radical thinking we actually need. Maybe circularity needs to start even earlier—not just in supply chains but in how we educate and train new talent.
And lastly, while this may not be directly related, I think the fashion system largely excludes consumers from decision-making—and that has to change. Instead of constantly devising new marketing strategies to sell us more things we don’t need, why not engage consumers as partners? We are the backbone of the system. Without our spending, it wouldn’t stand.
Consumers today are more informed and should be treated with greater respect. In fact, many of us are actively boycotting brands whose values don’t align with ours. Personally, I’ve stopped supporting three of my favorite brands and now shop second-hand or from companies that are transparent and ethical. If you’re curious about my reasons, you can read more here: https://larissaoliveri.com/why-i-stopped-buying-3-iconic-fashion-labels
A lot of waste could be prevented if brands truly listened to what consumers value. Yes, revenue models would need to shift, but surely there’s a balance to be found. And for those who refuse to rein in their greed—regulation should step in.
I am happy to speak on behalf of educated consumers who take time and effort to learn and understand the system. :) Lara
Thanks so much for your insightful response Lara - the fashion system certainly needs a complete overhaul and holistic approach. I feel that there is a lot of onus on both designers and consumers for change, when systems are currently very focused on like you say, selling us more.
Thank you Lara - I agree that waiting for perfect conditions risks stagnation. What tangible commitments would you like to see?