H&M has joined forces with the London College of Fashion’s Centre for Sustainable Fashion to launch Fashion Recycling Week from August 31 to September 6.
The retailer challenged second year students on LCF’s creative direction course to create window displays using clothes donated through its garment collecting initiative.
The displays will be featured in H&M stores in eight cities across the UK and Ireland, including Manchester, Leeds and Edinburgh.
Customers can win £250 to spend in H&M stores by guessing how many garments are used in each display and Instagramming their suggestions with the hashtag #ClosetheLoop.
“It has been an incredible opportunity for the students to explore sustainability from both a conceptual and industry perspective” said Renée Cuoco, manager at the Centre for Sustainable Fashion. “The students’ work showcases creative approaches in encouraging people to value their clothes as the precious resources they are.”
H&M will host a garment collection box in the Covent Garden Piazza in London from September 2-5 and is offering customers discounts on purchases when they donate unwanted clothes.