The 2050 zero-net agenda and fashion: The level of circularity in the fashion industry

Abstract

This article presents the results of the benchmarking exercise carried out between Sustainability and meeting the 2050 zero-net commitment of the Paris Agreement resonate across industries. The aim of this paper is to try to predict how the circularity trend can affect the fashion industry in the near future. The research and consumer attitudes survey give a data-based foundation for understanding how fashion brands can approach incorporating the principles of circular fashion into their daily operations. Examples of fashion companies are examined to show the possible discrepancy between declarations and actions. Currently, less than a third of consumers indicate circularity as a sufficient reason for making a fashion purchase. Recognition of sustainable terms and certificates is not common among consumers - only a few respondents claim that they could name a  fashion-related certificate. Simultaneously, the majority believe that it is the unions of countries that should issue trusted circularity certificates. Most respondents believe that IT and technology could boost sustainability in the fashion industry. There is no single universal guideline in order to be certified and perceived as a circular brand. The paper provides insight into the need for awareness-raising activities and new legislation. The collected results show that the circular approach in the fashion industry is still in its early stages.