According to Circular, two of the four points of the new business model are a design which drives physical and emotional durability and production for demand, which would solve the problem for unsold products and the need for heavy discounts.

The other two components are supply chain transparency and post-purchase traceability of the products, so that they can be used beyond the first owner.

Vintello, an online Romanian platform that promotes selling and purchasing used fashion items, is among those projects in the fashion industry that value sustainability and circularity.

According to ZWE's latest report, the fashion business as it is today, encourages overconsumption, greenwashing and social exploitation, among other issues.

Theresa Morsen, Waste Policy Officer at ZWE, said that "with this report, we are establishing guidance for businesses to become truly sustainable, ending overproduction and consumption to respect planetary boundaries."