With shifting buying attitudes and pressure from consumers demanding more ethically sourced products, brands are slowly but surely starting to apply sustainable strategies to their overall brand concept. We have written about various collaborations, where fashion, innovation and ethics collide positively, and as we roll in 2018, there is a new partnership with sustainability on their mind, enter Viktor & Rolf x Zalando.
No strangers to the concept of sustainable fashion, Viktor & Rolf have teamed up with online retail giant Zalando to bring to our attention RE:CYCLE. It is a capsule collection centred around handcrafted garments made with recycled materials. Using Zalando’s overstock fabrics to create a 17-piece womenswear collection priced between 50-250 euros, the stylish range will become available February 2018.
“We are excited to bring forth this spirit of sustainable fashion in a bold and accessible way”
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.”
In 2016, Zalando started to consciously reduce its environmental footprint, by extending their sustainable products while also providing further information for customers. On their first collaboration focusing on sustainability Jolanda Smit, Director of Group Brand Relations Marketing, “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”.