What is “Fast Fashion” and how is the new buzz phrase “Circular Fashion” the antidote?
“Fast Fashion”
I’m sure we’ve all heard of “fast fashion“. In summary, that’s where the fashion industry makes clothes as cheaply as possible (using the cheapest materials and labour) and produces them as quickly as possible in response to the latest trends. The consumer wouldn’t value the clothing because it is quickly brought to market and cheap, so their mindset is to use and discard, when the trend is over. We now know that is very wasteful and not planet-friendly! So, the fashion industry is fast cleaning up its act (except maybe not Shein yet).
“Circular Fashion”
So, how is the new buzz phrase “circular fashion” taking over?
“Circular fashion” is about making the lifecycle of clothing more sustainable, by minimising waste and resources used. It’s centered on designing garments with longevity, reusability, and recyclability in mind—essentially creating a “closed loop” system where nothing goes to waste.
Core Principles of Circular Fashion
- Designed for Longevity: Clothes are made to last longer, using high-quality materials and timeless designs.
- Reuse and Resale: Encouraging second-hand markets, rental platforms, and swapping to extend the life of garments.
- Repair and Upcycling: Giving clothing a new life through repairs or transforming them into different products.
- Recycling Materials: Old garments are broken down into fibres or materials to create new clothes, avoiding landfill waste.
- Ethical and Sustainable Practices: Supporting fair labour and eco-friendly production methods throughout the cycle.
Mirrored on the “circular economy”
The concept draws inspiration from the broader circular economy, which aims to eliminate waste across industries by keeping materials in use for as long as possible. In fashion, it’s a response to the negative environmental and social impacts of the traditional “linear model,” where clothes are produced, consumed, and discarded.
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- Early Roots: Ideas of reuse and repair have existed for centuries, but circular fashion as a structured concept gained traction in the early 2000s.
- Key Moments: The fashion industry began addressing its waste problem after alarming statistics showed the environmental damage caused by fast fashion. Reports like Ellen MacArthur Foundation’s “A New Textiles Economy” accelerated the shift toward circular practices, and the worst disaster in the fashion industry in April 2013 prompted change. The Rana Plaza eight story building in India collapsed, and 1,134 people were killed and more injured, sacrificing limbs to survive.
- Growth: Advances in recycling technology, consumer awareness, and innovative business models (such as clothing rental platforms) have driven the movement forward.
Who’s doing what towards more sustainability?
Circular fashion is now embraced by both high-end designers and High Street brands:
- Luxury Example: Stella McCartney advocates circular design by using sustainable materials and offering repair services.
- Another Example: “This is Unfolded” has a new approach to the High Street – it is growing its community who input their requests for the designs, and they are made abroad with ethical practices and shipped to the consumer. The process takes weeks, since the items are made only once they are ordered. It’s a bit of an in-between. Since they are made to order there is less returns, but they offer a returns service to match other customers up with the returned garments.
- Retail Example: H&M, Zara and Baukjen have recycling programs where customers can return old garments for reuse. Debenhams are now offering “preloved” collection.
So, the circular fashion approach is reshaping the fashion industry by prioritising sustainability without compromising on style.
I bet you are already doing some of the above yourself as your contribution to sustainability, as am I.
If you would like more ideas to recycle or repurpose your clothes, please get in touch: it’s something I love helping my clients to do. I’m always full of ideas!
Fiona Mobbs
Creator of Your Stylist In A Box
07469 246722