The contemporary fashion industry is a broken system in need of reform,moving away from a dated linear model to adopt principles reflective of modernsocietal challenges. Through initial explorative studies and a thorough literaturesearch, a fundamental engagement gap with principles of circularity has beenidentified, which continues to challenge the application of sustainable innovationmethods. This paper focuses on the role design can play in the application of a circularmodel through product-life extension strategies. A multiple-stakeholder perspectivewas adopted during data collection, with a range of qualitative methods utilisedthrough the engagement with both consumers and companies. Conclusions supportthe need to consider design as a key tool for change, with methods such as cocreationand participatory design facilitating greater awareness levels in consumers.A holistic approach to responsible action and an increase in product value canfacilitate a move towards a circular model for fashion