How circular are circular business models? The case of the fashion industry

In recent years, we have seen an increase in circular business models (e.g., swapping and renting) emerging within the fashion industry. These ‘new’ business models are seen as a response to the criticism the fashion industry has received regarding being unsustainable. Namely, polluting the environment, exploiting workers and consumers and prioritising profits. Although an emerging body of research focuses on circular business models, more is needed on how circular these models actually are and what the sustainability (environmental, social, economic) implications may be. This is addressed within this research by drawing on an interdisciplinary outlook. This article will provide an overview of the current state of circular business models in the fashion industry and offer insights into their true circularity and sustainability.