The Fashion ReModel: Making money without making more clothes

The project’s ambitious framework is designed to scale circular business model solutions. If scaled, this way of doing business could be an important step that contributes towards the decarbonisation of the textile industry by providing considerable reductions of greenhouse gas emissions, encouraging a pivot away from low utilisation trends, and creating a new type of growth. To take part, brands and retailers set an ambition to increase the percentage of their revenue derived from circular business models over the next three years and report their progress to the Ellen MacArthur Foundation annually.

“Revenue must be decoupled from the production of new garments and the use of natural resources. Embracing circular business models is essential—there’s simply no credible path to meeting global climate and biodiversity targets without transforming the way business is done.”

Christiane Dolva, Head of Research & Demonstration at H&M Foundation.

The Fashion ReModel is not just about changing practices for a few brands—it aims to inspire and enable the entire industry to adopt a new way of doing business in fashion. Demonstration projects like this are not about solving everything all at once, they’re about getting started, building confidence, showing other actors in the system what is possible, and increasing the minimum bar over time. By delivering a replicable roadmap, the project is creating conditions for systemic adoption of circular business models.

“For a circular economy for fashion to become the norm, we must accelerate efforts that not only redesign the products of the future, but also the services and business models that deliver them and keep them in use. We welcome business-led action towards a world where, instead of being worn once and discarded, clothes can be used many times – threaded through the lives of many people.”

Jules Lennon, Fashion Lead at the Ellen MacArthur Foundation.

The H&M Foundation’s philanthropic support for The Fashion ReModel underscores its commitment to a just transition for the industry, leveraging collaboration and innovation to accelerate impactful change.