Cradle-to-cradle vs consumer preferences

Sustainability is a buzzword within the fashion industry and has received increased attention due to heightened negative media focusing on environmental and social concerns. Cradle-to-cradle lays the foundations for the circular economy, which seeks to challenge the current system’s thinking approach of a linear economy, by fostering the opportunity to design materials for circularity, and thus create closed loop systems that allow for products to have multiple life cycles prior to their end of life. However, the fast fashion paradigm fosters a see-now-buy-now behaviour in customers, which could be seen as counteractive to the cradle-to-cradle approach, and impact on consumer preferences.