h&m is launching fashion recycling week
The high street giant has teamed up with London College of Fashion students to promote sustainability in fashion.
Last year, H&M became the first fashion multinational to launch a garment collection initiative, encouraging shoppers to bring old and unwanted garments (from any brand) into stores, so that they can be reworn, reused or recycled.
A year later and the high street giants have teamed up with the Centre for Sustainable Fashion at London College of Fashion to challenge second year fashion students to create window installations from clothing donated via the garment collection initiative. The students' installations will go on display in the windows of stores in eight key cities across the UK and Ireland to promote H&M's Fashion Recycling Week, which will take place from 31 August to 6 September 2015.
Shoppers will be given the opportunity to win £250 to spend in store by guessing how many donated garments the LCF students used to create their window installations. To take part, you simply have to post your guess on Instagram, tagging @hm and using the hashtag #CloseTheLoop. A huge garment collection box will also be placed in London's Covent Garden, where donations will be rewarded with discount vouchers, to raise awareness of the campaign and of sustainability in fashion.