CIRCULAR FASHION IN BRAZIL: SUSTAINABLE PRACTICES AND CHALLENGES IN IMPLEMENTING CIRCULAR ECONOMY PRINCIPLES

Abstract

This study analyzes the application of circular economy principles in the Brazilian fashion industry, identifying challenges in the transition from the linear "take-make-waste" model to a regenerative one. Through a qualitative, exploratory, and descriptive approach, using bibliographic and documentary research, this paper discusses the historical evolution of the sector, from basic protection to the accelerated dynamics of fast fashion, as well as its socio-environmental impacts. Although strategies such as reuse, upcycling, and product life-cycle extension are already present in the national market, their implementation is limited by high costs, greenwashing risks, a lack of robust public policies, and low consumer awareness (43% purchase monthly, while only 22% dispose of garments correctly). The results indicate that current progress is sporadic and depends on technological innovation, infrastructure, and cultural shifts. The study contributes to the fields of Administration and Sustainability by addressing gaps regarding circularity in the Brazilian context, reinforcing the importance of conscious consumption and socio-environmental responsibility.