Kirsi Niinimäki is Associate Professor in Design, especially Fashion Research, and the leader of the Fashion/Textiles Futures research group. Throughout her research Niinimäki aims towards a new, holistic understanding in the field of sustainable fashion and textiles and therefore her focus is on the connection between design, manufacturing systems, business models and consumption habits. Circular economy, strategic design, design practices and multidisciplinary collaboration are the base for her scientific knowledge building.