Economics fuelling the practical reality of circular fashion
We welcome the article “Circular Fashion – From Environmental Imperative To Practical Necessity” (link below); it provides a compelling analysis of how economic pressures are driving the fashion industry towards circularity. With the world navigating rising tariffs, strained supply chains, and a cost-of-living crisis – and I would also add the various generations’ preference for another type of consumption model, circular fashion has a potentially new path to evolve from a moral choice to an economic necessity. Might this just be a silver lining – a new opportunity?
At Image Ability, we have observed similar trends through our Image Mirror app®. When we designed it back in 2020, it was intended to help individuals manage their wardrobes digitally and promote sustainable fashion by encouraging reuse and connection to rental and resale. Habits take time to form, so the focus has been on enabling users to create digital collections of their clothes, helping them to curate outfits and rekindle their relationship with what they wear. Psychology and habit forming has been at the top and bottom of the rationale. From day zero, the ‘why’ of our development has been to enhance users’ ability to engage with what they already own, resulting in new confidence. But also to align with the growing need for sustainable consumption. Carrot and stick – all in one!
There is ample evidence that economic realities are reshaping consumer behaviour. As new product pipelines contract and costs rise, consumers are increasingly turning to functional responses such as re-use and rental – but also to a sense of contributing to the bigger good. Owning a sustainable behaviour is responsible leadership at a grass-roots level.
One of the ways in which Image Mirror® supports this shift is to by enabling users to track and optimise their wardrobes’ sustainability score (we take account of Good on You ratings in our algorithm).
Consumers are also becoming more cost-conscious and climate-aware; there is a growing demand for tools that offer convenience and community-driven solutions.
There is evidence that, once users engage in the narrative of ‘sustainable me and you’, they are increasingly encouraging a culture of considerate consumption in luxury. Image Mirror® provides a seamless experience for users to manage their wardrobes meaningfully and digitally, thus reducing the need for new purchases and promoting a circular economy. There is so much more which can be done as an ecosystem: there is a generous potential from aligning the various platforms with the broader industry trend.
In our work at Image Ability we advocate that the ‘self-awareness and the attention economy’ plays a crucial role in this transformation. Both our programmes and consultancy services guide customers with the knowledge and skills to understand and take control of the relationship between personality, body proportions, personal and professional brand aspirations, goals and much more. A robust outcome is encouraging mindful fashion choices and curation that contribute to sustainable wardrobes. Image education doesn’t suppress free will, but it enhances choice and responsible image management.
The convergence of economic pressures, changing consumer habits, and the attention economy is paving the way for new accountable leadership in the industry. Making the most of cross-disciplinary thought leadership, practice and digital tools, and sheer commitment of every individual and organisation there is a real opportunity for a joined-up community of doers to drive systemic change towards a more sustainable and circular model. This shift is not just a response to ethical imperatives, but a practical adjustment to the evolving market dynamics.
P.S The pieces in the image are ~30 years old. Still favourites today!
P.S A special shout-out to ELLE UK’s April 2025 comprehensive articles on Circular Fashion. Our take-aways are:
- Sustainability and style are not mutually exclusive.
- Many heritage brands are returning to their roots, focusing on sustainable practices and circular fashion. This includes using recycled materials and promoting longevity in their designs
- Women are shaping the industry, highlighting their efforts in promoting circular fashion and sustainable practices
- There are more collaborations aimed at promoting circular fashion. For example, Reluxe Fashion’s collaboration with Madewell focuses on luxury resale, encouraging consumers to buy second-hand and reduce waste.
- Designers are creating innovative pieces that are both sustainable and fashionable.
Get the Image Mirror app here: https://image-mirror.com/
Have a read: https://image-ability.com/blog/reframe-your-image-habits-with-image-mirror/
The article mentioned above Circular Fashion – From Environmental Imperative To Practical Necessity – The Interline