SHAPING A PURPOSE-DRIVEN FASHION INDUSTRY BY DESIGN

The European Commission has emphasized the insufficiency of current sustainability efforts and the need for drastic emission cuts by 2050. New EU regulations, such as the Green Deal and the Eco-design for Sustainable Products Regulation, reinforce this demand for sustainable industrial transformation. Within this framework, the fashion industry faces major sustainability challenges due to its reliance on linear, profit-driven models. These dynamics foster overproduction and globalized markets, prompting a reevaluation of production systems. Purpose-driven enterprises have emerged, aligning business strategies with values and sustainability goals. This article examines how design can guide the fashion industry towards prosperity via purpose-driven models. As setting design goals shapes strategic vision, design becomes central in aligning innovation with sustainable objectives. Research shows that the design phase holds significant potential for sustainability gains. The author conducted an iterative study of European fashion firms, combining desk research with case studies to identify key purpose-driven practices. The resulting model highlights how companies voluntarily integrate profit with social and environmental impact. Three case studies illustrate the application of this model and its broader relevance. This work explores how European fashion firms use design to move from economic growth toward holistic, ecosystem-focused prosperity.