H&M & IE to launch their first Fashion Recycling Week from 31st August – 6th September
To celebrate, H&M have teamed with London College of Fashion’s Centre for Sustainable Fashion (CSF) to create window installations using clothes donated through H&M’s garment collecting initiative. The installations will be displayed in H&M windows in eight key cities including Birmingham.
Second year students from the LCF’s Creative Direction course were tasked in groups to interpret the cities, engaging the awareness for customers of the extended life of clothes after they have been donated. Sharina Shahrin from the Birmingham group said: “We wanted to create a flower explosion, taking inspiration from the Birmingham Botanical Garden. It also reflects the blossoming creative culture in the city. 95% of textiles can be reused or recycled. We believe there are innovative ways to recreate textiles and give them a new life through our work.”
“It has been an incredible opportunity for the students to explore sustainability from both a conceptual and industry perspective” said Renée Cuoco, Centre for Sustainable Fashion Manager. “The students’ work showcases creative approaches in encouraging people to value their clothes as the precious resources they are.”
A giant garment collecting box will be located in the Covent Garden Piazza, from Wednesday 2nd – 5th September and during the week customers who donate their unwanted clothes to any store can redeem double discount vouchers for their next purchases.
Catarina Midby, Sustainability Manager H&M UK & IE commented: “We recycle no less than 97% of the clothes and textiles we collect into new products like clothes, insulation for cars and most importantly into new garments, closing the loop in fashion.”
Customers can win £250 to spend in stores by instagramming their guess of the number of garments used in each installation and posting a picture of the window tagging @hm and the hashtag #CloseTheLoop.
The H&M Garment Collecting Initiative is a global incentive to reduce waste in the fashion industry. Ultimately working towards a ‘closed loop’ system, H&M are aiming to repurpose and give new and extended life to unwanted clothes.