Apr 24, 2018 | By Ella Hudson
Jan 15, 2018
As consumer demand for sustainable, ethically-sourced fashion and products heightens, there’s pressure on brands to follow suit and it’s a shifting attitude we’re reporting on heavily at WGSN.
Fashion designers Viktor & Rolf have teamed up with Zalando, Europe’s biggest online fashion retailer, to produce RE:CYCLE, a capsule collection centered around handcrafted garments made with recycled materials.
Viktor & Rolf are no strangers to the concept of sustainable fashion. Past runway collections have seen the designers use fabrics leftover from previous seasons to create couture garments. For this collaboration, Viktor & Rolf are using Zalando’s overstock fabrics to create a 17-piece womenswear collection.
Set for release at the beginning of next month, RE:CYCLE has accessible price-points (ranging from 50 to 250 euros) and is an encouraging step towards pushing sustainable fashion into the mainstream.
In a statement, Viktor & Rolf said: “For us, Haute Couture has always been a laboratory for experimentation. With our past Haute Couture collections, we have explored creative recycling methods: new, artistic ways to re-use elements from the past to create something new. With our upcoming collaboration with Zalando, we are excited to bring forth this spirit of sustainable fashion in a bold and accessible way by breathing new life into forgotten garments.”
Although Zalando has collaborated with designers in the past, this collection will be the first to focus on sustainability. “By teaming up with Viktor & Rolf we are offering our consumers a conscious style. It is incredible to see how Viktor & Rolf transform old garments into something new and beautiful. It prolongs the lifecycle of fashion. Their creations go beyond haute couture, which fits our purpose to reimagine fashion for the good of all” said Jolanda Smit, Director of Group Brand Relations Marketing.
Since 2016, Zalando began to extend its range of sustainable products while improving the information on the website. Many other initiatives such as reducing its environmental footprint are being actioned as well as offering faux fur and no exotic skins.
It’s encouraging to see Zalando taking steps to creating wearable, accessible sustainable products- something that is bound to set a precedent across other major retailers.
Subscribers can read more about sustainable fashion strategies here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.