Fast Fashion’s Issues
It’s no secret that the fashion industry is not sustainable. Trends come and go and large fast fashion brands mass produce clothing with little regard for the environment. Currently, the fashion industry implements a linear model that consists of producing clothing that ultimately ends up in landfills after a few wears. This model of consumption leads to overproduction and overconsumption thus, increasing waste and destroying the environment.
A New Model?
But there is a different model on the rise for the fashion industry! A circular model for the fashion industry consists of keeping waste and pollution out and the reuse of products and materials for as long as possible. This practice aims to create a closed-looped system to reduce waste and maximize the lifespan of products. This idea sounds great but is it truly possible for a massive industry that produces over 97 million tons of waste to adapt this new model?
Current Implementation
Some sustainable fashion brands have already introduced the idea of circulatory fashion into their production. Reformation places a high emphasis on the fact that their clothing is created from fibers that are designed for durability and longevity. Reformation even urges their customers to resell or recycle their clothes once the consumer is “done” with them to decrease waste. 
Further Implementation?
Although this model is already being implemented in some fashion brands, I wonder if the fashion industry is truly capable of making this massive shift towards sustainability. Author of Sustainable Fashion Forum gives five key aspects that brands need to achieve in order to follow the circular model. “Design for Longevity and Durability: Garments are designed to be durable, timeless, and high quality, encouraging longer lifespans and reducing the need for frequent replacements. Materials and Production Methods: Emphasis is placed on using sustainable and eco-friendly materials, incorporating recycled or upcycled fabrics, and employing production methods that minimize waste and environmental impact. Extended Use and Reuse: Circular fashion encourages clothing rental, resale markets (such as second-hand stores or online platforms), and clothing swaps to extend the life of garments beyond a single owner’s use. Repair, Remake, and Recycling: Promoting repair services, encouraging consumers to mend or alter garments, and facilitating recycling or upcycling of old clothes into new products are vital elements of circular fashion.Closing the Loop: Creating systems where garments can be fully recycled or biodegrade at the end of their life cycle, minimizing landfill waste and allowing materials to be reused in new clothing or other products.”
Unfortunately, although this model seems highly appealing for those who have respect for the environment, the likelihood of large companies implementing this model is very slim. To become sustainable, brands would have to remodel their entire production system and pour money into better materials.
“What Is Circular Fashion?” The Sustainable Fashion Forum, The Sustainable Fashion Forum, 10 Dec. 2023, www.thesustainablefashionforum.com/pages/what-is-circular-fashion.