London Fashion Week is a time for designers to showcase their latest garments, and when fashion-lovers come together to plan next season’s wardrobe.
But sponsors Vanish have chosen to focus on old clothes this year, creating the Rewear Edit, a fashion shoot created entirely from clothing waste.
Renowned stylist and sustainability advocate Miranda Almond has looked to a rubbish pile to curate outfits, highlighting the fact that Britain sends 350,000 tonnes of clothes to landfill each year.
The edit features classic black dresses, chunky knitwear, sharp tailoring and conceptual denim.
Vanish commissioned research that found that over two-thirds of shoppers (64 per cent) only wear an item of clothing once.
Half (50 per cent) say they own clothes they’ve never worn, with a third (31 per cent) saying they chuck their unwanted items in the clothing bank.
Sixteen per cent put their unwanted clothing straight in the bin, rather than wearing them again or giving them to friends and family.
Faded colours, stains and minor damage are some of the reasons why shoppers throw away their clothes.
Cigdem Kurtulus, chief marketing and digital officer for Vanish parent company RB UK and Ireland said: “What we wear allows us to really express ourselves and our identities.
“Here at Vanish, we know just how important the right clothes are.
“We launched the Rewear Edit to demonstrate the sheer potential that sits in items that we throw out without a second thought. We want to encourage the nation to look at their wardrobe in a new light.”
Miranda Almond said: “Before you go out and buy something new, before you throw away that item that’s been unloved and unworn lying in the bottom of your wardrobe, think again.
“With a little imagination, love and restoration that item can be re-worn and reimagined to have a super stylish second life.
“Think about rewearing as the most timeless style statement yet!”
The launch forms part of Vanish’s partnership with the British Fashion Council (BFC). The brand has a global mission to ‘let clothes live many lives’, promoting responsible clothing production and consumption.
Caroline Rush, chief executive of the British Fashion Council said: “As the world turns its attention to the incredible collections at this year’s London Fashion Week, our partnership with Vanish is here to remind people of the joy of restyling and reimagining their wardrobes and to give their clothes the lifespan they deserve.
“We are dedicated to working with Vanish to explore positive consumption for a more sustainable world.”
Watch the creation of the Vanish Rewear Edit here.
-- to www.walesonline.co.uk