In partnership with the City of Toronto, H&M is asking customers and fans to recycle their textiles to aid in a Nuit Blanche 2017 exhibit headed by local artist Brian Leitch.
This clothing brand sponsored collaboration encourages citizens to recycle their garments to any participating H&M location. The collected items will then be "sorted, re-used, recycled, or re-worn." H&M has committed itself to reducing its environmental impact, and hopes to collect 550,000 of recycled garments that would have otherwise ended up in a landfill.
Leitch, who operates under the name 'KWEST' plans to re-purpose the collected garments to create an installation that places a sense of environmental responsibility onto the on-looker. Toronto's KWEST has remained a public figure for over 20 years and is best known for creating large graffiti murals and complicated sculptures throughout Canada.
Collaborative Fashion Brand Installations
H&M is Collecting Recycled Apparel for Nuit Blanche 2017
Trend Themes
1. Textile Recycling Trend - As H&M prioritizes sustainability efforts, the trend towards textile recycling and repurposing gains traction.
2. Collaborative Art Trend - H&M's partnership with artist Brian Leitch to create art with recycled textiles highlights a trend of fashion industry collaborations with artists.
3. Eco-consciousness Trend - As companies seek to reduce their environmental impact, the trend towards eco-consciousness and sustainability in fashion continues to grow.
Industry Implications
1. Fashion Industry - H&M's textile recycling initiative and collaboration with an artist demonstrates the potential for fashion brands to prioritize sustainability and collaboration to differentiate themselves in a crowded market.
2. Art Industry - The collaboration between H&M and artist Brian Leitch shows the potential for artists to work with fashion brands in creating environmentally-themed art installations.
3. Sustainability Industry - H&M's commitment to reducing environmental impact shows the potential for growth in the sustainability industry as more companies prioritize eco-consciousness in their practices and branding.