H&M Working With London College of Fashion Towards Circular Model



Retailer H&M has taken the initiative to looks towards a more sustainable way of doing business. Specifically, it’s based on a circular model aimed at encouraging customers to recycle old garments at their local store before checkout. This opens up the opportunity for students at the London College of Fashion to show the capabilities of using recycled fashion in competition to create new fashion.

Judged by a panel of experts, the college’s BA Fashion Design and Technology and BA Fashion Jewelry were grouped into 33 teams and tasked with creating women’s capsule collections using only the materials donated at H&M locations. The project culminated with 8 winning teams being chosen for their designs. One of the winning exhibitions entitled “Dissimilation and Exposure” features the use of the two most commonly-recycled materials, denim and jersey, in patchwork and weaving. Among those judging is Fashion Revolution founder Orsola de Castro, who emphasized the necessity for recycling.

“It is imperative that we see upcycling as a teachable technique as it is one of the very few ways to combat mass production, as we wait for recycling technologies to become advanced enough to offer real and effective closed loop solutions,” stated de Castro. “As always, the London College of Fashion students came armed with talent, dedication, and ingenuity.”

H&M U.K. sustainability manager Catarina Midby and Center for Sustainable Fashion director Dilys Williams round out those judging the prospective teams, deciding which 8 teams will have their offerings displayed across five H&M locations in Central London. Including Oxford Circus, Covent Garden and Tottenham Court Road, the winning showcases can be seen from September 16-20 for London Fashion Week.

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