The adoption of a circular business model is the key to decoupling economic growth from resource consumption, thus preserving the natural environment and protecting the human rights of the people involved. A key step to take is the implementation of a product strategy that accelerates the transformation of collections by adopting eco-design principles, increasing the use of low-impact materials and involving the end consumer in the process. The integration of circularity along the entire value chain - from design to end-of-life - is a long-term goal, but it must be pursued now, in light of the need for systemic changes in the entire fashion industry.