The chapter aims to highlight the importance of using upcycling in the fashion industry, specifically on online platforms. Through bibliographic research and case studies of the LVMH and Kering groups, information was obtained to reinforce the importance of upcycling, as well as the use of online platforms for this purpose. The advancement of technology and the commitment to sustainability have become central to the adaptation of brands to the post-Covid-19 world. Readers are expected to reflect on the possibility of applying the circular economy in the online environment, as well as promoting this practice. There is a suggestion for the creation of a service which consists of the delivery of used clothing, considered trash, which is in turn transformed into new, through an online dedicated platform, giving a new life to the product and renewing its cycle. It is concluded that there is a possibility of boosting brands, including luxury ones, to adapt and transform clothing in an online space suitable for this purpose.