Textile mills generate one-fifth of the world's industrial water pollution. Dedicated to their goal of creating a circular economy, The Ellen MacArthur Foundation commissioned us and renowned designers from all around the world to co-create the ultimate guide to redesign the future of fashion. The Circular Design for Fashion book shows designers how to apply the three principles of circular design: eliminate waste, circulate products and regenerate nature all while staying fashionable. It’s a new work method that is necessary to sustain our ecosystems, but also a powerful driver of creativity and resilience for all players in the industry. The project budget was £185 000 for design and infographic production. The first batch of printed copies was limited to 3,000 to avoid overproduction. 

This piece of work is a bible for fashion designers, leading them to a new way to create and think about their impact. It proves how creative and different circular design can look.  

The target audience was fashion designers from all around the world. To reach them, we had to speak their language and appeal to their intelligence with a stunning graphic approach and a new model that gets them thinking in a new way.  

Each section was designed to reflect a unique fashion collection, using an eclectic and colorful iconography while integrating new forward-thinking practices. Graphic elements were inspired by sewing stitches, patterns and symbols linked to the world of couture.  

Circular inside-out, the book was made using a planet positive printing process, run on 100% renewable energy, generating zero-waste. Every part of the production was taken into account to reach carbon neutrality, from the page format to maximize paper use to the waterless and alcohol-free offset press.   

We chose to deboss type on the cover to evoke a minimal footprint. The CMYK colours were reinterpreted by switching them to Pantone inks, to match the Foundation’s brand palette while giving the printed object a surprising and distinctive finish. 

As a result of collaborating with more than 80 circular design practitioners, including big brands, independent labels, fashion designers, fabricants and resale specialists from all around the world, the project was able to reach and inspire some of the most influential names in the community.

Some of the world’s largest fashion names and media such as Vogue, Dezeen, Orange Culture, Bethany Williams, Christopher Raeburn and Joe Ando actively spoke about the book on their platform, which gave value and visibility to the project.

The book has been distributed worldwide since December 2021 and sold at the cost price of £35.00, making it as affordable as possible.

More than just a book, it is an invitation to embark on a journey of circularity.