Online retailer Zalando is putting sustainability at the forefront of
its offering with a new exclusive capsule womenswear collection in
collaboration with nine Nordic brands.
Launching in each of Zalando’s 17 markets including the UK, from January
27, the ‘Small Steps. Big Impact. by Zalando’ sustainable womenswear
collection aims to offer a “strong base for a lasting wardrobe” and
features Nordic brands, Blanche, Bruuns Bazaar, Designers Remix, Filippa K,
Han Kjøbenhavn, Holzweiler, House of Dagmar, Libertine Libertine and Won
Hundred.
Lena-Sophie Roeper, head of buying premium and sports at Zalando, said
in a statement: “Sustainability is an increasingly important topic in all
our categories, especially in premium. We know, our premium customers
demand products that are not only of high quality and fashionable design
but also have sustainability benefits.
“As a platform with more than 29 million active customers in 17
countries and more than 2,000 brands, we know that we can influence the
demand for and the supply of sustainable fashion. The collection, ‘Small
steps. Big impact. by Zalando’, is a huge step in the right direction.”
The nine Nordic brands, which Zalando calls “frontrunners in sustainable
fashion” were challenged by the online retailer to create a “cohesive,
conscious collection that didn’t compromise on design or quality”.
Zalando teams up with 9 Nordic brands on a sustainable womenswear
collection
The result is a 70-piece strong collection, highlighting an array of
sustainable fabrics including organic cotton, long-lasting triacetate, 100
percent recycled polyester, and Oeko-Tex certified prints, as well as less
resource-intensive processing techniques such as using fewer pesticides and
saving water.
The concept of the collection is to create a “personal style to last
multiple seasons,” explained Zalando and comes in a muted colour palette
across the mixture of light, flowing dresses, structured suits, T-shirts,
durable denim and lightweight jackets that have been designed to allow the
wearer to mix and match.
Highlights include a 100 percent recycled polyester and chiffon tiered
dress by Bruuns Bazaar, a bold pink suit by Designer Remix made from a
woven, recycled cotton blend, and a tailored jacket by Filippa K made from
double triacetate, a fibre made from wood pulp that is created in a
closed-loop process by Mitsubishi in Japan.
“We are seeing a young generation that are truly ready to take action
and act on climate changes. There is no doubt that they will lead the way
for a more conscious way of making and buying fashion,” explains Charlotte
Eskildsen, Designers Remix. “People are moving in a more minimalistic
direction and are looking for modern but classic pieces that can stand the
test of time – both in terms of quality and design.”
Other pieces featured in the capsule line include a layered jacket by
Han Kjøbenhavn made in Portugal using 100 percent recycled polyester,
Holzweiler’s one of a kind hoodie has been updated with 100 percent BCI
Cotton and raglan sleeves for a better fit over the shoulders and a longer
lifetime, while House of Dagmar has designed a skirt made from GOTS
certified organic cotton, and Libertine Libertine has created a drapy
EcoVero viscose maxi dress with a spring flowery paisley print made from a
fabric produced in the EU.
Commenting on their contribution to the capsule collection, Daniel
Hummel, Han Kjøbenhavn, said: “We want to prove that sustainable fashion
doesn’t have to be plain and boring, that you don’t have to compromise on
design and visual expressions. We want to prove that creativity and
sustainability can be easily combined.”
Zalando collaborates with Filippa K, Holzweiler, and House of
Dagmar
The move is part of Zalando’s ongoing commitment to offering its
consumers sustainable fashion options. Currently, the online retailer
offers 20,000 items flagged with sustainability from over 240 different
brands.
Jonny Ng, director marketing strategy and campaigns at Zalando, added:
“This collaboration continues Zalando’s sustainability goals by responding
to the changing needs of our customers.
“The collection, aims to increase customers’ awareness of Zalando’s
sustainable fashion assortment, while guiding customers towards more
conscious choices. By working together with these nine premium brands we
want to demonstrate how easy it is for our customers to find sustainable
style from head-to-toe.”
It follows Zalando’s first dedicated sustainable fashion campaign and
the release of their sustainability strategy 2023, titled ‘Do.More’, in
October 2019. The report highlighted that the European retailer
acknowledged that it didn’t want to be part of the problem, but rather part
of the solution by tackling fundamental sustainability challenges by using
its scale and technology to take the lead in building the connections
needed to transform the industry.
‘Small steps. Big impact. by Zalando’ is its latest initiative to
leveraging its influence as a platform to facilitate projects and
collaborations by joining forces with top brands who it notes “share our
vision and ethics” and working together for “a better cause”.
Founded in Berlin in 2008, Zalando is Europe’s leading online platform
for fashion and lifestyle, with more than 29 million active customers in 17
markets, offering clothing, footwear, accessories, and beauty.
Images: courtesy of Zalando
