Circular Fashion is a novel method that is aimed at redefining sustainable practices in the fashion industry. It acknowledges the environmental and social consequences of the classic linear fashion model, which is based on the “take-make-dispose” principle. In simpler terms, it aims to build a closed-loop system in which materials are used for as long as feasible, decreasing waste and minimizing the industry’s negative environmental and social impacts. In this article, we will look into the history of cultural fashion and its importance in encouraging sustainability in this post. Along with the numerous innovations that go on to support it. 

Picture Credit: Jonathan Borba

How did Circular Fashion come into existence?

Fashion initially interacted with the circular economy in 2014, resulting in the newfangled phrase “Circular Fashion.” The word was initially used during a seminar in Sweden to describe a more circular approach to the fashion industry. This significant accomplishment occurred at a time when the spotlight was shining on an industry whose influence was being scrutinized. Only a year prior, in 2013, the Rana Plaza garment manufacturing complex in Bangladesh collapsed, killing over 1,000 employees, and fast fashion swiftly became an unpopular paradigm for customers to support. This tragedy has brought into focus the crucial role customers play in pushing for higher standards and accelerating change, as well as the industry’s dubious practices that have been particularly prominent over the past few years.

These practices include those that have devastating effects on the environment, people, and animals. Regarding how we as a society may act, decide, and do more sustainably, there has been a tenfold rise in the rigorous shift to promote more sustainable, ethical, and circular systems since 2014. It has been evident in many industries. This realization is based on knowing where things originate from, what they are composed of, who created them, and taking responsibility for the entire lifetime of our possessions. In actuality, it is sometimes hard to picture a period when sustainability and all of these issues weren’t an anticipated consideration. 

How is Circular Fashion beneficial? 

The necessity for a constructive climate change is the basis of the Circular Fashion trend. The fashion business has been damaging the environment for far too long. A good example of this is, a garbage truckload of clothing is burned or dumped in a landfill every second. When using the circular fashion model, reducing waste is of utmost importance because there are possibilities to do so at each stage of the cycle. Waste created from raw materials, production, the supply chain, and post-consumer products should all be recycled, repurposed, or renewed for the purpose of reusing later on in the cycle.

Another significant advantage of using trash in this way is that less natural resources will be utilized in the creation of clothing. Circular Fashion seeks to address the fundamental problem of the depletion of natural resources by repairing the environment. Finally, although implementing the circular fashion economy will cost companies money up front, the essence of time & cost cannot be overlooked. By establishing a cyclical system, it will give the advantage in saving money on resources, manufacturing, transportation, and raw materials.    

Picture Credit: JJ Jordan

The Innovations that are supporting Cultural Fashion

Innovations and technology that make circular fashion more accessible and effective have aided its emergence. Sustainable textiles and materials, such as recycled fibers, fabrics, and biodegradable materials, are becoming more popular in the industry. Eco-friendly manufacturing practices, such as waterless dyeing and low-impact finishing, are increasingly gaining favor. Furthermore, digital technologies like blockchain and virtual fitting are being used to improve traceability, transparency, and waste reduction. The increased interest in circular fashion has also resulted in the introduction of novel business models that emphasize sustainability and garment longevity. These models help to make the world a greener place while also demonstrating the business potential of sustainable practices in the fashion industry.

Rental Services for Clothing

Customers may rent designer clothing from Rent the Runway for a fraction of the price in fashion retail. This strategy encourages buyers to utilize high-quality clothing for a limited time rather than buying low-quality, throwaway products. Customers may access a range of designs without contributing to the overproduction and waste associated with fast fashion.

Platforms for Repairing and Resale

Renewal Workshop collaborates with brands to repair and restore damaged or returned clothing, giving them new life. These things are then resold at a lower cost, extending their useful life and decreasing waste. Similarly, platforms such as Depop and Poshmark allow customers to purchase and sell used clothing, fostering a circular consumption paradigm.

Consumption by Consensus and the Sharing Economy

Clothing swaps and other activities that encourage communal wardrobe sharing allow individuals to trade in clothes they no longer need, offering an inexpensive and ecologically sound alternative to buying new things. By sharing purchases, people help keep clothes in circulation for extended periods of time and lessen the need for new apparel.

Upcycling and Zero-Waste Designs

Zero-waste design methodologies are being pioneered by brands like Zero Waste Daniel and Tonlé, in which production offcuts and surplus materials are inventively recycled to make new clothing or accessories. This method reduces waste in the manufacturing process and encourages customers to realize the benefits of upcycling and recycling resources.

On-Demand and Made-to-Order Manufacturing

Made-to-order brands, like the Ministry of Supply and Fame and Partners, only make products once a customer has ordered them. With this strategy, less inventory waste, over-production, and the chance of unsold goods ending up in landfills are all reduced.

Picture Credit: Tamara Bellis

How is Circular Fashion adopting Sustainable Values?

Businesses in the circular fashion industry must promote product usage, upkeep, and repair in addition to selling their goods. Compared to the conventional marketing-to-purchase funnel, this enables many more opportunities for touchpoints after the sale. These touchpoints provide a chance to build brand equity since they are less transactional and more real. According to the most recent BrandZ data from Kantar, companies that have stronger brand power (which is evident in their connections with their customer) are worth 2.5 times as much as those that don’t. Though somewhat less common in clothing, people are accustomed to knowing where their food and beverages come from, which can help us reconnect with nature, the source of everything we own.

According to BrandZ statistics, brands that promote circular fashion can act as a conduit for nature. People rarely consider the cotton field, farmers, and manufacturers farther down the supply chain when they see an item on clothes, or how the item will finally return to the earth when it is disposed of. But some companies are making an effort to reconnect people with nature. For instance, leveraging innovative technologies like blockchain can enhance traceability or regenerative programming that links people with product origin stories and the natural setting. Fashion has the potential to be a powerful storyteller, connection, and emotionally engaging field.

The best in the industry is highlighted by circular fashion brands on significance. The solution to a culture that values throwing things away may be to give clothes greater significance and purpose. We can give fashion greater purpose and make items that people will treasure for a longer time by putting the long term first. Ultimately, lessen waste. Circular Fashion offers many more advantages than only being inclusive, sustainable, and engaging when we redefine value in the sector as more than just the number on the price tag.

By creating a system that may assist brands in producing high-quality fashion images without the need for extravagant photoshoots, FlixStock is honoring the concept of circular fashion. It may do it in a number of ways to lessen the fashion industry’s environmental impact. 

Reduced Waste: From the plastic used for props to the cloth used for backgrounds, photoshoots can produce a large amount of waste. By completely removing the need for photoshoots, FlixStock’s AI solution can lessen this waste.

Reduced Energy Use: Using lighting and moving equipment during photoshoots may both require a lot of energy. By enabling more effective image creation, FlixStock’s AI solution can contribute to a decrease in energy usage.

It can help brands in making financial savings in addition to the environmental advantages. FlixStock’s technology may assist to produce high-quality images at a fraction of the expense of traditional photoshoots, which can be very expensive. This might free up resources that could be invested in the company’s other divisions, including product development or marketing.

Saajan Ahmed

(Assistant Vice President - Sales)

Hi, Saajan here! reach out to me with any questions you might have, we'd be glad to help.

A paradigm change in the industry is represented by Circular Fashion, which redefines sustainable practices and provides an effective response to the social and environmental problems brought on by conventional fashion models. Circularity is the key to the future of fashion, bringing together sustainability and style to build a more moral and ethical business for future generations. 


1. How does circular fashion work?

Closing the loop in the fashion industry is the basis of circular fashion, which aims to decrease waste and improve resource efficiency. It entails creating, using, and designing clothing with lifespan, reuse, repair, and recycling in mind. By encouraging eco-friendly materials, effective manufacturing processes, and cutting-edge recycling strategies, circular fashion seeks to reduce its negative environmental effects. It promotes a change from the conventional take-make-dispose linear model to a more sustainable and circular one.

2. How can customers engage in a circular economy?

By implementing sustainable purchasing practices, customers may take an active role in the circular economy. Making deliberate choices to support companies that prioritize circularity, such as those that sell recycled or upcycled goods, is one example of this. Making the choice of timeless, flexible clothing lessens the need for regular replacements. Additionally, customers have the option to rent, borrow, or sell clothing as well as donate or sell goods they no longer need. Customers support the circular economy by patronizing businesses that emphasize it and adopting environmentally friendly purchasing practices.

3. What distinguishes circular fashion from the conventional model?

The conventional fashion model adopts a linear process in which materials are harvested, clothing is produced, marketed, and ultimately thrown away as waste. Contrarily, circular fashion aims to break this cycle by reducing waste and promoting recycling. It places a focus on the use of sustainable materials, encourages closed-loop systems where materials may be recycled or converted into new goods, and increases the lifespan of clothing through repair and reuse. Compared to the conventional linear paradigm, circular fashion seeks to develop a more resilient and sustainable fashion industry.

4. What barriers must circular fashion overcome?

A number of barriers prevent circular fashion from becoming widely accepted. One issue is that customers and other stakeholders don’t fully understand the advantages of circular business practices. A further obstacle to achieving circularity at scale is a lack of recycling and clothing-collecting infrastructure. Collaboration amongst stakeholders, such as brands, consumers, and recycling facilities, is crucial to overcoming these challenges. For the concepts of circular fashion to be successfully implemented, education and awareness campaigns, investments in recycling infrastructure, and regulatory backing are essential.

5. Does FlixStock promote sustainable production methods?

Yes, FlixStock actively promotes sustainable methods of production. Brands may decrease the need for actual photoshoots by using their AI-driven visual content solutions, which reduces the energy and carbon emissions produced by conventional photography. The technology developed by FlixStock optimizes manufacturing procedures to increase their effectiveness and sustainability. FlixStock helps the fashion industry embrace sustainable practices by letting brands to produce high-quality visual material without using unnecessary resources.

6. What advantages do brands have from utilizing FlixStock?

Brands that use FlixStock’s AI-driven visual content solutions benefit in a number of ways. First off, it boosts productivity by making the process of producing visual content more efficient, allowing brands to effectively create a high number of photos. As a result, they may get to market more swiftly and react fast to market developments. Second, using FlixStock enables brands to cut expenses like model fees, location rents, and logistical costs that come with conventional photoshoots. Last but not least, FlixStock’s technology supports sustainable practices by minimizing trash produced by conventional photoshoots and lowering energy usage, helping to promote a more environmentally friendly method of producing visual content.