Zero Waste Fashion

A simulated project to introduce and promote, Reclaim To Wear, Topshop’s eco fashion line to the Singapore youth market. Reclaim To Wear is introduced by From Somewhere, a pioneer in combining sustainable thinking with fashion-forward design. This is a collaboration between Topshop and Reclaim To Wear to create an upcycled collection made from discarded materials, such as surplus stock or production off-cuts.

The target audience are young females who are fashion conscious (15-30 years). The problem is due to the fast fashion trend, people consume more and generate more waste. Fashion has become unsustainable and unethical.

Topshop initiated “Zero Waste Fashion” to support sustainable fashion, promoting the launch of the eco fashion line. A design solution to the environmental challenge. Topshop is introducing the idea of up-cycling by collecting old posters, newspapers, clothes and bottle caps and re-used them in a creative way. The medium and process chosen are in line with the message. Last season's fashion. This season's collection. The brand embodied “Zero Waste Fashion”. Old posters are reused by spray painting over it. Old newspapers are used as brochures through over printing. Old bottle caps are reused as the eco fashion label pinned on the tag. Tactile are re used to make up cycled bags with the design silk-screented on them. The design and and look of the products varies through the different medium used. This amplify the idea of up cycling and hopefully grow a new sensibility towards sustainability. Topshop is not only selling clothes, it was selling sustainable fashion choice.