The H&M Foundation of Sweden has announced a partnership with the Ellen MacArthur Foundation on the Fashion ReModel project to accelerate circular business models in the fashion industry — including rental, repair, resale, and recycling. This initiative marks a major step toward decoupling revenue growth from new production, reducing greenhouse gas emissions, and fostering sustainable transformation within the fashion sector.
Circular Fashion – The Inevitable Trend
The Fashion ReModel is a pioneering demonstration project designed to help leading fashion brands scale up circular business models and reduce dependence on new production. The project not only aims to minimize environmental impact but also to unlock new business opportunities, driving the fashion industry toward a sustainable future.
Participating brands have committed to increasing their share of circular revenue within the next three years and reporting their progress annually to the Ellen MacArthur Foundation. If widely adopted, this model could significantly reduce carbon emissions, reshape consumption habits, and establish a new form of economic growth.
“Revenue must be decoupled from new production and the extraction of natural resources. There is no viable path to achieving global climate and biodiversity goals without transforming the current business model,”
— Christiane Dolva, Head of Research & Innovation, H&M Foundation