Can Fashion Grow Without Costing the Earth? Rethinking Clothing Through Circular Fashion with Dr Rebecca Beech

In this episode of Oxford Brookes Unscripted, Senior Lecturer in Marketing Dr Rebecca Beech takes us inside the world of circular fashion — and why the future of what we wear may depend on renting, repairing and rethinking our relationship with clothes. Drawing on her United Nations PRME research, cross-UK interviews, and comparative analysis of four rental fashion start-ups, Rebecca explores the motivations and barriers behind renting, the role of trust, and how stigma around sustainable choices still shapes everyday behaviour. We discuss the rise of flexible rental subscriptions, how technology like virtual try-on tools could close experience gaps, and why belonging, community and education are crucial to shifting mindsets. From microplastics to mending workshops, policy gaps to AI chatbots, this episode asks: What would a truly circular, sustainable wardrobe look like — and how close are we to getting there?