Switching Gear

Towards circular business models

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Gwen Cunningham

Gwen Cunningham

Textiles Lead, Circle Economy

Gwen leads Circle Economy’s Textiles Programme and is the Sustainability Coordinator at the Amsterdam Fashion Institute. In both roles, her focus is in the design and execution of cutting edge initiatives focused on increasing the circularity acumen of brands, educators and students. Gwen’s passion lies in developing new knowledge, tools and processes that can successfully guide organisations and individuals in transforming circular intent to action.

Gwen Cunningham

Hélène Smits

Circular fashion & textiles

Hélène is a circular textiles expert, driven by the mission to develop new approaches that contribute to a circular, zero waste textile industry. In 2014 she founded the Circle Textiles Programme at Circle Economy and for the past 3 years has been working as an independent associate of the Circle Textiles Programme, leading on several key projects.

Hélène and Gwen will co-manage the circular innovation programme and as experts on circular economy, they will work with the teams to develop an in-depth and actionable knowledge of circular business models in fashion, and guide the design and launch of pilots.

Jean-Casimir Morreau

Design thinking & leadership development

Casimir is an expert in facilitating creative sessions and coaching entrepreneurs and teams on innovation, strategy, and culture. He also teaches Brand Strategy and leadership at the Amsterdam Fashion Institute. Casimir has an MA in interactive design and has mastered the art of facilitation through programmes like Hyperisland and Kaospilots. Casimir will facilitate several design thinking masterclasses and work with the teams to foster organisational learning and develop innovation mindsets.


Jean-Casimir Morreau

Simona Negro

Organisational change

Simona is an Associate Professor at the Copernicus Institute of Sustainable Development, Utrecht University. Her research studies the underlying processes that trigger the success or failure of sustainable innovations such as circular economy, in order to identify strategies that contribute to the dynamics of innovation systems.


Gwen Cunningham

Denise Reike

Innovation management

Denise is a Junior Assistant Professor and PhD Candidate at the Copernicus Institute of Sustainable Development. Her research studies the collaborations within and between organisations in designing circular business models, specically how different actors in an innovation process relate and interact to enable business model innovation. Simona and Denise will analyse the important soft-factor collaboration that is necessary in accelerating circular business models, as well as the perceived drivers and barriers that fashion brands experience during implementation.


Jean-Casimir Morreau