Ellen MacArthur Foundation and leading brands launched the Fashion ReModel initiative
The Ellen MacArthur Foundation has announced a new initiative called The Fashion Remodel that will explore ways to make money without making new clothes. Launched at the Global Fashion Summit, the initiative includes some of the world’s leading fashion brands that will explore how to make circular business models the norm.
The Fashion ReModel initiative brings together some of the world's foremost fashion brands, including the H&M Group's Arket, Cos, and Weekday, Canadian outdoor brand Arc'teryx, textile discounter Primark, US-based sustainable womenswear brand Reformation, and German online retailer Zalando. These companies will collaborate to make circular business models the industry standard.
The initiative builds on insights gained from The Jeans Redesign project, which ran from 2019 to 2023. This earlier project tasked participants with reimagining jeans to be compatible with a circular economy, focusing on redesigning products, transforming the systems they enter, and enhancing the infrastructure that keeps them in use. The Fashion ReModel aims to expand these efforts to the entire fashion industry, identifying solutions and overcoming challenges to decouple revenue from the production of new garments.
The Ellen MacArthur Foundation has not yet commented on the project's duration or whether it will expand to include more brands beyond the demonstration phase. Nonetheless, The Fashion ReModel represents a significant step towards sustainable fashion, aiming to set a new precedent for how the industry operates and grows.
