H&M launch Recycling Fashion Week in partnership with London College of Fashion
Following the great success of H&M’s Conscious Collection, which has grown to cater everything from nightwear to sportswear, the Swedish multinational fashion retailer has launched yet another sustainability project.
Recycling Fashion Week is set to cover 31st August to 6th September and aims to raise awareness of sustainability and encourage people to re-style their old and outdated clothes rather than throwing them out.
Recent research proved that 95% of throw-away fashion could be re-used or recycled. Upon discovering this, the brand teamed up with students at London College of Fashion to create huge window displays made entirely of recycled fashion for all of their flagship stores. These are the clothes they have been collecting through their Garment Collecting Initiative; it offers customers a £5 gift voucher for every bag of clothing donated to spend on their next shop.
Over the week there will be a huge collection box located at Covent Garden’s Piazza for shoppers to donate their unwanted clothing in return for double discount vouchers. There is also the chance to win £250 to spend in store by snapping one of the window displays and posting it on Instagram with tags @hm and #CloseTheLoop, alongside your guess of how many garments are in the display.