Rethinking the Fashion Collection as a Strategic Tool in a Circular Economy

The fashion industry currently undergoes radical change showing signs of an overall sustainable paradigm shift. This paper investigates how the fashion collection, as a particular design framework, might be reconfigured as a strategic driver for garment longevity furthering sustainable fashion design. The study builds on a case study of a company offering a subscription service of baby clothing. We explore in details if and how they use the collection as a strategic design tool. In the analysis and discussion, it is clarified that the feedback from users, manufacturers and the garments play a crucial role in the development of the collection. To some degree this differ from developing a linear fashion collection. The paper concludes by suggesting a framework for using the collection as a design strategic tool designing garments for a product-service-system adopting a circular economy thinking.