The circular economy is the most recent wave for academics and practitioners due to the attempt to integrate business activity with the environment. The demand to limit the negative consequences of the traditional linear business model is set by European norms and legislation, as well as by consumers, through the circular economy as a step toward carbon neutrality. The research motivationis to examine whether multinational corporations have set out to provide solutions to a changing world. This study focuses at challenges in the fashion industries. The research design is organized on analyzing the concept of circular economy, and the implication in circular transition for a sustainable society for the top ten European fashion industries. The research methodology is an exploratory analysis. This paper is an important research tool, providing a valuable answer to the question of multinational business in a changing economic and environmental context. The major findings of this paper highlight the transformation process from the linear business model to the value circle. Circularity is expected to become a way of working in the future. This is the first case study of top ten European fashion corporations transitioning to a circular economy, with editorial implications. Furthermore, the circular economy phenomenon has been demonstrated on sustainable business models of fashion multinationals.
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