The EU textile and fashion industry is facing an unprecedented challenge stemming from the European Green Deal that translates into a series of new mandatory requirements in the management of textile waste, advocating for a circular and sustainable model. Among others, they highlight the recycling of textile waste separately by municipalities and the need for companies to use recycled fibres in their garments. This paradigm shift reaches a very fragmented sector in which the interests of the agents of the value chain (mainly public entities, companies, waste collection associations, consumers) are not aligned, basically because so far there has been no need. Fashion Forward addresses this challenge in the SUDOE area, with a special focus on rural areas, a territory in which textiles and fashion have an enormous economic, social and environmental impact. And it does so through the concertation of a holistic transnational strategy, designed by a consortium made up of representatives of the recycling value chain, which promotes circularity in the SUDOE fashion industry (through the activation of the value chain of textile materials from post-consumer textile waste and the incorporation of this material in the fashion collections of companies in the territories). The strategy, which combines information, training, mentoring, awareness raising and pilot actions, will be deployed through local action plans in Catalonia, Balearic Islands, Galicia, Occitania and Vale do Ave. Each action will be adapted to the needs of the target group, in order to accompany them in adapting to change. Fashion Forward will raise 5 pilots (3 technology linked to companies, one on environmental impact measurement and another on gamification in primary and secondary schools). It plans to impact 115 companies, 300 municipalities and local authorities, 16 waste management associations, 50 schools and a significant fraction of consumers through a strategic awareness campaign.