Launched today, 2nd December 2021, by Dame Ellen MacArthur at Business of Fashion VOICES - Circular Design for Fashion has been written in recognition of fashion’s huge potential to shift towards a circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. and in homage to its creatives — passionate disruptors that are on the constant search for reinvention.
The book presents a new design mindset, and encourages creatives to explore how they can become part of the transformation towards a resilient and thriving fashion industry that tackles climate change and biodiversity loss. Exploring the complexities that come from designing with three principles in mind - eliminating waste and pollution, circulating products and materials, and regenerating nature.
Some of the most influential names in fashion have shared their stories in the book - including established luxury brands - Gucci and Vivienne Westwood, independent labels - Kevin Germanier and Marine Serre, high-street giants - Gap and H&M, pioneers of the virtual fashion experience - Alvanon and The Fabricant, and clothing resale and rental specialists - thredUP and Vestiaire Collective. Bringing together some of fashion’s leading voices to set out new opportunities for creatives across the industry.
Sara Sozzani Maino, Head of Vogue Talents wrote in the book’s foreword:
Now is the time to reinvent ourselves even further. The circular economy can take us beyond simply trying to do less harm — it is a bigger idea, one that has the power to inspire a new generation of designers ...it is an opportunity to create a fashion industry that is part of the solution to challenges like climate change, biodiversity loss, waste, and pollution, and an industry that can thrive in the long term.
Circular design is the glue that holds materials, design and business models together. It empowers designers and ignites change. It motivates creatives to look at products in an entirely different way and enables access to options beyond selecting organic or recycled materials.
- Esther Verburg - EVP, Sustainable Business and Innovation at Tommy Hilfiger, owned by PVH Corp.
The book tackles common myths and sets out the fundamental principles of circular design, which go beyond designing single products and services and instead focus on how to reshape the whole system. It explores how creatives can implement circular economy principles, and demonstrates that by viewing waste and pollution as design flaws, circular design can become the new norm.
It’s an inspirational, creative attempt to bring our principles to life through examples in different parts of the industry, from H&M to Gucci. It’s relevant for everyone.
- Dame Ellen MacArthur
