Bridging the double-gap in circularity: addressing the intention-behaviour disparity in fashion

Alana James, Lizette Reitsma, Mersha Aftab

Research output: Contribution to journalConference articlepeer-review

3 Citations (Scopus)
6 Downloads (Pure)


The contemporary fashion industry is a broken system in need of reform, moving away from a dated linear model and adopting principles reflective of modern societal challenges. A fundamental engagement gap with consumers and industry has been identified, which continues to challenge the adoption of circular innovation. This paper focuses on the role design can play in the move towards a closed-loop system 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 fashion consumers and high-street fashion brands. 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.
Original languageEnglish
Pages (from-to)901-914
Number of pages14
JournalThe Design Journal
Issue numbersup1
Early online date31 May 2019
Publication statusPublished - 2019
Event13th International Conference of the European Academy of Design: Running with Scissors - Dundee, Dundee, United Kingdom
Duration: 10 Apr 201912 Apr 2019
Conference number: 13


Dive into the research topics of 'Bridging the double-gap in circularity: addressing the intention-behaviour disparity in fashion'. Together they form a unique fingerprint.

Cite this