Shaping the future of circular fashion communication

The fashion industry is undergoing a fundamental transformation as circular business models (CBMs) become essential for sustainability, regulatory compliance, and customer engagement. However, despite growing awareness, brands face significant challenges in scaling circularity, from regulatory uncertainty to customer skepticism and internal misalignment.

Created in collaboration with the British Fashion Council led Circular Fashion Innovation Network (CFIN) and APE Studios, this report explores the key barriers preventing circular fashion from reaching its full potential and provides actionable strategies for brands to navigate compliance, build trust, and drive customer participation.

What you’ll learn

• Regulatory challenges & compliance: How evolving policies like the EU Green Claims Directive impact fashion brands and how to turn compliance into a competitive advantage.
• Customer engagement strategies: Overcoming skepticism, making circularity convenient, and using storytelling to build trust.
• Internal organisational barriers: Breaking down silos, aligning teams, and leveraging technology to scale circular initiatives.
• Practical roadmap for success: A phased approach to embedding circularity into business strategy, from foundation to industry leadership.

Now is the time for fashion brands to act with integrity, transparency, and innovation to shape a sustainable future. Fill in the form to download the full report and discover how.