Bridging the double-gap in circularity. Addressing the intention-behaviour disparity in fashion

The contemporary fashion industry is a broken system in need of reform, moving away from a dated linear model to adopt principles reflective of modern societal challenges. Through initial explorative studies and a thorough literature search, a fundamental engagement gap with principles of circularity has been identified, which continues to challenge the application of sustainable innovation methods. This paper focuses on the role design can play in the application of a circular model through product-life extension strategies. A multiple-stakeholder perspective was adopted during data collection, with a range of qualitative methods utilised through the engagement with both consumers and companies. Conclusions support the need to consider design as a key tool for change, with methods such as co-creation and participatory design facilitating greater awareness levels in consumers. A holistic approach to responsible action and an increase in product value can facilitate a move towards a circular model for fashion