The Fashion ReModel project, led by the Ellen MacArthur Foundation, is redefining how fashion brands grow—by scaling circular business models like resale, rental, repair, and remaking instead of relying on new production. For the first time, high-end and high-street brands are uniting to decouple revenue from virgin resource use and prove that circularity can be commercially viable.
Participants commit to increasing the share of revenue generated from circular models over three years, reporting progress annually. With input from over 150 organizations—including retailers, NGOs, and innovators—the initiative targets the core challenge of circular fashion: the business case.
Beyond ambition-setting, the project aims to generate industry-wide data on the financial, environmental, and policy shifts needed to make circular fashion scalable. Ultimately, The Fashion ReModel seeks to create a practical roadmap for systemic change across the industry.
The time is now to accelerate the necessary systemic actions that will enable a circular economy. Let’s make circular business models the norm: essential, accessible, and enjoyable.
Ellen MacArthur Foundation
How does it work?
To sign-up, participating brands and retailers set an ambition to increase the percentage of their revenue derived from circular business models over three years. Their progress is then reported to the Ellen MacArthur Foundation on an annual basis.
How to get involved?
Why set an ambition? Any business can set an internal, or public, ambition on a percentage of revenue from circular business models. Revenue-based ambitions accelerate circular economy progress, as highlighted by the coalition of Global Fashion Agenda, Circle Economy and PACE, and additionally as part of WRAP’s Textiles 2030 Roadmap.
Beyond tracking
The project will generate data, insight and evidence on financial viability, environmental impact and policy needs to build a compelling case for circular business models. Spotlighting leading solutions and highlighting system change intervention points, and ultimately creating a roadmap for the fashion industry.
Who’s involved in The Fashion ReModel
The Fashion ReModel participants work across high-end, activewear, retailers, mid-range and high-street and include: Arc’teryx, Crystal S.A.S, DECATHLON, eBay, H&M Group, and its brands ARKET, COS and WEEKDAY, John Lewis, Primark, Reformation, Tapestry and Zalando. Brands are all part of the Foundation’s Network of Strategic Partners, Partners, and Members.
Source: Ellen MacArthur Foundation
