Circularity is in high fashion right now, and a new partnership between online retailer Zalando and fashion brand Viktor & Rolf is further evidence of the trend toward eco-conscious apparel.
On Thursday, Zalando debuted Viktor & Rolf for Zalando Re: Cycle, a new womenswear collection that explores eco-conscious design and garment recycling. The partnership, which was announced at Zalando’s 2017 Bread & Butter festival, represents the e-tailer’s recent steps to accelerate circular fashion. As its first eco-conscious design collaboration, the Re: Cycle collection will enable Zalando to further reduce the industry’s carbon footprint and help consumers make more sustainable purchasing decisions.
“For us, haute couture has always been a laboratory for experimentation,” said Viktor & Rolf. “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.”
The collection combines Viktor & Rolf’s high fashion aesthetic with recycled apparel design. Garments in the collection include A-line skirts, printed T-shirts and embellished sweaters, all of which retail from $112.27 to $311.86. Using various recycling techniques, previously worn Viktor & Rolf apparel is transformed into the collection’s pieces that feature bow and circle details. Re: Cycle aims to leverage Zalando’s new sustainable clothing focus with Viktor & Rolf’s goal of extending the fashion life cycle.
[Read more about sustainable apparel: These Are the Startups Leading the Apparel Circularity Movement]
“By teaming up with Viktor & Rolf, we are offering our consumers a conscious style. It is incredible to see how Viktor & Rolf transforms old garments into something new and beautiful,” said Jolanda Smit, Zalando’s director of group brand relations marketing. “It prolongs the life cycle of fashion. Their creations go beyond haute couture to re-imagine fashion for the good of all.”
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This isn’t the first time Zalando is working with key leaders to improve the fashion industry eco impact.
The e-commerce retailer previously inked a partnership with Fashion For Good Plug and Play, a sustainable fashion accelerator, to help emerging designers contribute to more sustainable design and other eco-friendly apparel innovations.
Zalando is currently working on its climate protection strategy, which aims to reduce the company’s carbon dioxide emissions, and as part of this strategy, Zalando switched to energy efficient electricity, including using climate neutral natural gas at its fulfillment centers earlier this year. On the e-commerce operations side, Zalando also added detailed product information to its website and app, enabling consumers to make more eco-conscious purchases and buy Zalando’s extended range of sustainable products.