H&M has teamed up with London College of Fashion’s Centre for Sustainable Fashion to launch the first nationwide Fashion Recycling Week, which will run from August 31 to September 6.

The premise? Students from the fashion school have been tasked with interpreting British cities – from Leeds to Edinburgh – to create window installations using clothes donated through H&M’s garment collecting initiative, which works to reduce waste in the fashion industry through the repurposing of unwanted clothes.

“We recycle no less than 97 per cent 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,” said Catarina Midby, H&M sustainability manager.

During the week itself, giant garment-collection boxes will be located in the Covent Garden Piazza for customers to leave their wares – and H&M to work its magic. The student-created installations will be displayed in the windows of eight H&M store locations in the UK and Ireland.

“The students’ work showcases creative approaches in encouraging people to value their clothes as the precious resources they are,” said Renée Cuoco, Centre for Sustainable Fashion manager.

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