Bridging the double-gap in circularity: addressing the intention-behaviour disparity in fashion

The contemporary fashion industry is a broken system in need of reform, moving away from a dated linear model and adopting principles reflective of modern societal challenges. A fundamental engagement gap with consumers and industry has been identified, which continues to challenge the adoption of circular innovation. This paper focuses on the role design can play in the move towards a closed-loop system through product-life extension strategies. A multiple-stakeholder perspective was adopted during data collection, with a range of qualitative methods utilised through the engagement with both fashion consumers and high-street fashion brands. Conclusions support the need to consider design as a key tool for change, with methods such as co-creation and participatory design facilitating greater awareness levels in consumers. A holistic approach to responsible action and an increase in product value can facilitate a move towards a circular model for fashion.