“If it doesn’t fit, don’t make it.”
While brands focus on recyclable packaging and renewable materials, Julia argues the real sustainability issue starts at the design stage. If clothes don’t fit real people, they’ll be returned, wasted, or left unworn — costing the planet and the industry billions.
She calls for a mindset shift: stop designing for catwalk avatars, and start designing for real customers with real bodies.
🎧 Watch the full episode of Retail Disrupted for more on how AI, data, and better design can fix fashion’s fit problem.
#RetailDisrupted #JuliaReynolds #SustainableFashion #FashionTech #AIinFashion