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Rebirth: An Exploration of Circular Fashion
Summary
This review examines the concept of circular fashion as a response to fast fashion's unsustainable practices, critically evaluating how greenwashing has emerged as a mechanism to monetize eco-initiatives without genuine environmental benefit. The paper analyzes case studies of circular fashion brands and proposes criteria for distinguishing authentic circular economy practices from superficial marketing claims.
With increased pressure for companies within the fashion industry to implement more sustainable practices, the problem of greenwashing as a way to monetize eco-initiatives has become common among fast fashion giants. In order to make significant change and mitigate the industry’s environmental impact, the problem must be re-imagined to eliminate the very concept of waste and rather transition to a circular economy. The following research examines the concept of closed loop recycling and how sustainable practices can be implemented on a large scale. It highlights several companies that have set a precedent for the future of circular fashion as well as discusses the Cradle to Cradle model and how it translates today. The latter half outlines the process of designing a garment for the circular economy using the concepts detailed in the research portion. The final result shows how a product can be designed in a way that appeals to both the trends of the season and the circular economy by using post-production fabrics and materials to eliminate waste entirely.
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