This guide is intended to offer inspiration and alternative solutions for SMEs to showcase their collections and concepts. As part of the Small but Perfect project, the objective was to create a decentralised crossEuropean “fashion week” which offers an alternative to the often wasteful fashion week system.
Small but Perfectly Formed aimed to ‘accelerate the accelerators’ by working alongside business support organisations to embed circularity, social and environmental sustainability into support and showcasing initiatives. The 28 SMEs were selected alongside their supporting partner to show how circular systems can be developed as a core part of the business strategy. A series of bootcamps and mentoring sessions encouraged deeper thinking about sustainability and creating new systems of working that focus on closed loops, recycling, upcycling, repairs and keeping clothes in use for longer. The programme was designed to develop services such as rental or subscriptions, as well as finding ways to create innovative solutions for products that are recycled and recyclable, and with minimal impact on the planet.
Over its duration the project has developed a series of toolkits and resources, and created a network of stakeholders from across the industry that can exchange knowledge, learnings and best practices to effect wider systemic change in the fashion SME sector. The showcasing of the SME’s projects ran in tandem with the R&D phase of the project, and was designed to show the research, development and thinking behind the final outcome.
This guide is a project outcome of the Small But Perfect project and was created thanks to the financial support from the European Innovation Council and Small and Medium Enterprises Executive Agency (EISMEA) COSME Programme, under the call for proposals COS-CIRCFASH-2019-3-02.
The Fashion Revolution Open Studio programme within the Small but Perfectly Formed project offered the ‘open studio’ format to the 28 selected SME projects to share their insights, processes and perspectives with a public and industry audience. It provided an accessible format to capture best practices generated by the participating SMEs and was used as a vehicle to challenge the existing fashion showcasing model, by influencing industry stakeholders themselves to make a transition to circular and sustainable models within the showcasing system.
Challenge the existing fashion showcasing model and to create discussion amongst key industry stakeholders about making a transition to circular and sustainable models within the showcasing system itself
Show potential of a decentralised cross-European “fashion week” which offers an alternative to the often wasteful fashion week system
Champion small-scale solutions that have the potential to inspire wider change in the fashion system
Share knowledge to educate citizens on how fashion is made, by whom and how it can be kept in circulation for longer
The aim was to help small and medium sized businesses to find effective ways to show their work. The conventional ways of showing fashion collections – through trade shows or fashion shows – are often not suited to businesses who have a story to tell about their purpose or their process behind the collection, or who want to demonstrate a system rather than simply sell a product. Fashion shows are often wasteful, inefficient, expensive, and too focused on the superficial without offering ways for press, buyers and stakeholders to find out about materials, the production process, how things are made. They can also have a fixed and outmoded idea of what constitutes ‘fashion’ today. With EU legislation around EPR and greenwashing, it is vital that brands are given effective ways to talk about and show their work in ways that are transparent, honest and open.
As many innovative brands move to a more circular way of making fashion, from the materials that are disassembled, upcycled and reused, to different ways of accessing fashion by rentals, cocreation, or by designing systems for keeping textiles in a closed loop, or repairing pieces to keep them in use for the longest time possible, so too, the industry needs to find new ways to showcase the work that emphasises some of these points as important to the responsible customer.
Transparent supply chains and ways of working mean that there is a lot to communicate about the way things are made, where they are made, and why such points are important. We need to move to a more open and accessible way for designers, makers and businesses to show their work.
“With EU legislation around EPR and greenwashing, it is vital that brands are given effective ways to talk about and show their work in ways that are transparent, honest and open.”
As Orsola de Castro, founder of Fashion Revolution and Fashion Revolution Open Studio says: “Fashion Revolution Open studio stands for innovation in showcasing, radical transparency, and a belief that to challenge the system, we need to champion the radicals. Fashion is changing, and emerging designers are looking for different ways to express their creativity and reach their customers. By looking at the people and the processes behind the collections, Fashion Revolution Open Studio creates an intimate thread between the maker and the user.”
The aim of the Small but Perfect project, with 28 SMEs and their European transnational partners was to ‘accelerate the accelerators’ by working alongside business support organisations to embed circularity, social and environmental sustainability into support and showcasing initiatives. Over its 30 month duration the project was designed to develop a network of stakeholders from across the industry that could exchange knowledge, learnings and best practices to effect wider systemic change in the fashion SME sector. Showcasing was the perfect opportunity to open up conversations with each of the SMEs and their communities to question the current system and find new ways to talk about the circular, purpose-led industry we all want to be working in, and the resulting clothes we want to be wearing.
The brief was to showcase the research & development phase of the project, as much as the final outcome. For some SMEs, the R&D was the business – new material innovations and new production cycles, that source their raw material from the customer’s wardrobe. The Fashion Revolution initiative Fashion Revolution Open Studio has been working with designers around the world since 2017 to shine a light on best practice, often the small and radical pioneers and emerging talent leading the way for the rest of the industry to follow.
The idea was simple: create a platform for businesses to be able to show their work, find
market places where sustainable innovation is valued, and exchange ideas and knowledge.
The reason Fashion Revolution Open Studio was chosen as a showcasing partner supported by Studio MM04 was because of its track record in creating transnational events and has developed a platform and a community capable of curating and organising showcasing events that encourage brands, designers and services to show the processes behind the product. The R&D phase of the Small but Perfect project was the focus of the showcasing rather than the final outcome. Studio MM04 are connected with the Fashion Revolution Germany team and have worked with Fashion Revolution Open Studio previously and were able to support with their contacts with Permium Seek trade show in Berlin and 202030 Summit – Berlin Fashion Week to create partnerships and discounted rates for the SbP SMEs to take part.
As Orsola de Castro, founder of Fashion Revolution and Fashion Revolution Open Studio says: “Fashion Revolution Open studio stands for innovation in showcasing, radical transparency, and a belief that to challenge the system, we need to champion the radicals. Fashion is changing, and emerging designers are looking for different ways to express their creativity and reach their customers. By looking at the people and the processes behind the collections, Fashion Revolution Open Studio creates an intimate thread between the maker and the user.”
Fashion Revolution was started as a campaign to help the fashion industry clean up its act. The Rana Plaza factory collapse on April 24 2013 was a wake up call for everyone to take responsibility for the way the industry works. In the intervening years, while the campaign for workers’ rights and safe working conditions continues to be necessary, the climate emergency has emerged as the major priority for the global industry to address.
We all know that the fashion and textiles industry is one of the most polluting industries, from the chemicals in the cotton fields, the toxic effluent in the waste water from the textile mills, to the carbon emissions used for the transportation of garments from factory to shop floor.
Fashion Revolution Open Studio was launched by Fashion Revolution in 2017, as a way to engage with the designers and brands of all sizes who were building sustainable thinking into the core of their business models. It quickly became clear that there was a new generation of emerging talent around the world who see no point in setting up a fashion business that is not responsible in the way it sources its materials, pays the people who work for them fairly, and operates in a way that is transparent and with as minimal impact on the environment as possible.
As the name suggests, Fashion Revolution Open Studio invites clients, press, buyers, other industry professionals, students and educators into the designers’ studios to see first-hand how the clothes are being made and to trigger larger conversations around the importance of quality, not just of the final product but of the craftsmanship, the concepts and the systems involved.
For SMEs like those involved in the Small but Perfect programme, innovative thinking and circular systems can be expensive and complex to implement – so for this particular project, the rationale behind Fashion Revolution Open Studio offered the designers the opportunity to highlight the research & development behind their projects. This was not about showcasing a product but an ecosystem of ideas, material exchange, life cycles and new ways of communicating and interacting with the customer that promote a longer lifespan for both the materials we use and the clothes we wear.
The industry is changing and so too must the way we promote and sell our products. Sure the aesthetics, fit and style is important. But so too is accessibility, and an understanding of the way our clothes are made. Greenwashing across the industry is rife and we must find clear and more transparent ways to highlight the designers, makers, upcyclers and service suppliers who are changing the industry for the better so that retailers and the general public can make better choices about what they buy and how they invest their money.
NOTE: As of April 2023, Fashion Open Studio has been renamed Fashion Revolution Open Studio. It is accessed via Instagram @fashionrevolutionopenstudio and www.fashionrevolutionopenstudio.com
“The only way to fix issues like pollution, excessive production, solutions for reducing the amount of pre-and-post consumer textiles, waste colonialism where brands –and entire countries – push their clothing waste onto developing markets in South America, west Africa, and Asia, is to have a global approach.”
Since 2017, Fashion Revolution Open Studio has developed as a global showcase, offering designers around the world a unique opportunity to show their work on an equal footing, and allowing the small and radical to be heard and have a space to be noticed. There have been Fashion Revolution Open Studio events across six continents and many countries, from The Netherlands to Zimbabwe.
There are a range of different formats, both in real life but also –since the lockdowns of the pandemic made physical events impossible – digital events which have allowed open access to designers whose businesses (and small studios) would not previously have seen. Fashion Revolution Open Studio has created an ecosystem of small businesses and service providers who are able to exchange knowledge and access expert and peer-to-peer mentoring. The problems facing the fashion industry caused by the climate emergency and inequalities between the global north and the global south are universal, and we need a global, decentralised approach to enable localised issues to be connected so that they can be seen and treated as part of a bigger picture. The only way to fix issues like pollution, excessive production, solutions for reducing the amount of pre-and-post consumer textiles, waste colonialism where brands – and entire countries – push their clothing waste onto developing markets in South America, west Africa, and Asia, is to have a global approach.
As Fashion Revolution transitions from a UK based CIC to a devolved, decentralised network, so too Fashion Revolution Open Studio’s organisational structure is evolving. Up to now, participants were invited to apply to take part via an open call and then selected according to the criteria by a panel, making it Fashion Revolution’s only curated programme. The reason the programme was curated, with a criteria and a selection process, was to ensure that the designers or businesses met the criteria, and to bring a level of quality, so that it could compete alongside existing showcases put forward by the world’s recognised fashion weeks. Going forward, the methodology for the devolved programme will be up to each team to consider and this is still under discussion.
The criteria and selection process for Fashion Revolution Open Studio is designed to ensure a rigorous and fair selection process, whilst also allowing some flexibility for the fact that small businesses often do not have the resources to be as fully transparent in how they communicate their processes and practice. They might not fully communicate the systems and processes they use that make for best practice and innovation because they are too busy doing the work.
As Fashion Revolution Open Studio is becoming decentralised, how the criteria and selection process are used going forward is currently being explored by the Fashion Revolution Transition Committee and the Global Network. One solution could be for eachFashion Revolution country team to complete its own selection process so that Fashion Revolution Open Studio becomes a franchisable system country to country, region to region.
Fashion Revolution Open Studio highlights designers who are actively working to find solutions to the key challenges facing them, from tackling studio waste to responsible production and sourcing, or finding ways to integrate their businesses with social enterprise initiatives for a mindful, more purposeful industry.
Fashion Revolution Open Studio has change from ‘WE HAVE’ a stratified approach depending on the size and scope and sense of purpose of a brand or designer. When selecting designers, we are also selecting truly innovative and groundbreaking talent in terms of aesthetic propositions and we require at least three of the following criteria:
Active pursuit of business models that put the planet and people before profit – but that can still sustain themselves as a business or social enterprise, with responsibility to pay their employees, suppliers, and their partners a living wage.
Challenging themselves to find solutions to particular problems in the supply chain/ sourcing/ production system to eliminate waste/pollution etc.
Creating a business that celebrates transparency and accountability in their processes, sourcing, and pricing to show the value of their product or their service.
Understand and use regenerative systems in their choices of materials, services they offer to repair, resell, rejuvenate clothing and textiles already in existence.
Creating ways to rethink clothing use, production, purchasing transactions.
Use local networks to connect fibre production which value and remunerate makers, and create regenerative systems of clothing production and use.
For Small but Perfect, this was a pilot for a regional approach to Fashion Revolution Open Studio showcasing with a solely European focus. The brief was to work with SMEs to create partnership and showcasing opportunities to best amplify the SMEs work for press and to create opportunities for the projects to find markets and industry collaborations.
The line up of showcasing events was highlighted on the Fashion Revolution Open Studio website ‘Meet the Small but Perfect Cohort’ page here. The majority of events were hosted between Berlin Fashion Week January 23 and Fashion Revolution Week 2023. There is strength in numbers and a cohort or group of designers is easier to promote for press and PR purposes and there are opportunities for one brand’s community to support another and cross pollinate and create a wonder ecosystem.
The selection process for the SbP designers was done by the initial selection to become part of the project and the transnational partnerships meant that each project had two collaborators and two countries of origin. For the purpose of showcasing, the SMEs chose where they would showcase their work supported by the Fashion Revolution Open Studio team.
At the beginning of the showcasing phase of the Small but Perfect Project, the SMEs were invited to a series of online meetings with Tamsin Blanchard, curator Fashion Revolution Open Studio and Carina Bischof, Studio MM04 team to discuss their projects and discuss ways of sharing the work with a wider audience, as well as assessing who that audience should be. It was important to ascertain if the brand was aiming to engage business to business trade or direct to consumer. For some SMEs the audience was local and specialist, for others, there was a need for wider dissemination.
The core showcasing phase for Small but Perfect was set between January 2023-end May 2023.
During Fashion Revolution Week 23, this was an opportunity to present a decentralised cross-European “fashion week” which offers an alternative to the often wasteful fashion week system. Through the use of the hashtags and social media, the Small but Perfect SMEs were able to gain traction as a cohort, making each individual business part of a bigger, more impactful whole.
When deciding on a format to best communicate what you are doing, consider:
Who is your audience? Are you operating business to business or direct to consumer? Or a mix of both?
If you are proposing a service rather than a product, what is the best way to explain how it works?
If it’s wholesale, what is your market?
Is a video a better way to communicate with your customers?
Is a workshop or webinar or participation in a conference more impactful than simply showing your project at a show?
How do you explain the R&D and process behind a concept rather than simply showing the final product?
The Fashion Revolution Open Studio Showroom introduced the research & development work of eight businesses – an opportunity for press and industry experts to meet the SME entrepreneurs to present their project, talk through the R&D process, and the outcome so far including prototypes, previews and product. The showroom was also open to the public.
The Sustainable Angle’s Future Fabric Expo was a target showcasing partner for many of the SMEs. It has become the largest dedicated showcase of innovative and sustainable material solutions for the fashion industry, with over 5000 materials exhibited to professionals around the world every year. The dates for the Future Fabrics Expo 2023 were outside of the showcasing period so Fashion Revolution Open Studio organised a mini showroom event in partnership with The Sustainable Angle to show the work of a group of SMEs to focus on material innovation and circular systems. The partnership also included xyz.exchange which engaged with the SMEs exhibiting at the Lab to develop digital i-d tags for their products as a pilot project for their own research and development.
From grape leather handbags to community approaches to making and working together; tech solutions connecting designers with clients (and the unwanted clothes in their wardrobes); smart ways of interacting with textile dyes that don’t pollute, to rethinking the materials and the lifecycle of our clothes, these businesses showed how they embed circular solutions into their work.
During Fashion Revolution Week 2023 this was a two-day event with an opportunity to be the first to meet the entrepreneurs behind these innovative projects and discover their work:
Planet of the Grapes
One Essentials
Saska London
Atlas of Sustainable Colours
Evamoso
Studio Sarmite
Patchwork Family
Loom London
Patchwork Family member Kenza Iatrides shows her work to an attendee at the Fashion Revolution Open Studio showroom
The Lab E20
Together, this group of designers was able to pool a small contribution each from their showcasing fund to pay towards the costs of the venue. The Lab E20 is an established sustainable fashion networking hub. It was established in 2021 by the Olympic Village property developer Get Living with cultural placemakers Future City and Raeburn Design as part of the Olympic legacy East Village place making strategy. The space is unique in that it offers a 3500 sq ft wellequipped showroom complete with rails, projectors and it is a flexible venue for talks, workshops and events. The Lab E20 is subsidised by Get Living and Raeburn Design but there were small costs for contribution towards running and staffing the space.
Fashion Revolution Open Studio and Fashion Revolution are showcasing partners with the Lab and for 2023, ‘Regenerative by Design’ is a cultural programme produced by RAEBURN and supported by Get Living celebrating London’s cultural innovation across Climate Action, Low Carbon Living and the Circular Economy.
Set up was straightforward, with each SME responsible for their own display and inviting their own clients and contacts. The venue was equipped with tables, rails, hangers, a projector and screen.
The advantages of pooling resources to create a group show are numerous. Together a cohort of designers has more power. There is an opportunity to share audiences, create a diverse programme and bring interest throughout the day with talks, workshops and presentations.
We created the first showroom event –Fashion Revolution Open Studio Showroom, designed for buyers and press and industry partners and stakeholders to attend, meet the SMEs and exchange information.
For the Small but Perfect Showroom at The Lab E20, Fashion Revolution Open Studio worked with Jenny Houghton PR who was responsible for sharing press releases about the two-day event, generating press interest, and inviting press and contacts to attend. Press generated included stories in Bricks Magazine, 10 Magazine, Fashion United, BBC Radio London, and influencers including Scott and Brett Staniland.
We created an event in the evening, inviting guests, press and industry professionals to attend an interactive discussion with each of the entrepreneurs talking honestly about their projects and the challenges they encountered along the way. The session was moderated by FT journalist Yasmin JonesHenry and was an opportunity to delve into the processes and ideas. Audience participation was encouraged. Attendees included buyers, influencers, press, activists, and other designers and stakeholders.
The Sustainable Angle
The Sustainable Angle hosted Materials Really Matter! Amanda Johnston, Curator and Educational Consultant at The Sustainable Angle hosted a workshop exploring our raw material dependencies and why our material choices really matter. The workshop focused on understanding their relationship with natural systems, fully circular flows and how an understanding of the critical impacts of materials upon our natural resources and systems must be at the core of a sustainable business. From their engagement with the Fashion Revolution Open Studio showroom, a number of SMEs were offered space at the Future Fabrics Expo 2023.
David Leigh, founder and CEO of xyz.exchange and lecturer at UAL, presented ‘Fashion 2.0’ – making more from less, his vision for a new more democratic and sustainable fashion paradigm, now fast emerging. One that could liberate independent MSME fashion designers and brands from the traditional (‘fashion 1.0’) industry that took shape throughout the 20th century. David posits that through highly flexible, agile, efficient and more distributed zeroinventory and circular technology and business models, these smaller brands –often the true trend and style trailblazers for the industry at large –should find both entering the market, and sustaining a healthy and happy business once there, far more manageable: thriving, through making more from less.
Currently in its final R&D stage, xyz.exchange is a new digital system designed from the ground up, with a mission to help the industry become more democratic, diverse and sustainable. It aims to put the designer at the centre of everything, minimising and simplifying their workflow and making things more convenient, collaborative, transparent and trustworthy. A place where designers can effortlessly work together towards a better future.
Xyz.exchange hosted an intimate workshop for SMEs to attend and explore digital tags and how they can be used to promote transparency within circular systems, looking at all aspects from IP to policy, new materials, pre and post consumer waste and certifications.
Read more here
The resulting installation with xyz.exchange is being exhibited at the Future Fabrics Expo, with three case studies from the showroom taking part – Patchwork Family, Planet of the Grapes x Under Her Vines and Loom x Preloved x Studio Sarmite x Roua Atelier. Collaboration always reaps rewards, can spread costs of resources and services, and shares audiences and communities.
There was a risk to creating a stand alone event that is not part of a more established exhibition or showroom in that the audience is not guaranteed and it’s important to work hard to bring people to an event. However, by partnering with The Sustainable Angle and xyz.exchange and working with PR specialist, Jenny Houghton, and leveraging the Fashion Revolution Open Studio and Fashion Revolution network, there was enough interest and excitement to get these brands talked about and create opportunities for them to make connections. By connecting the Sustainable Angle with the projects, Fashion Revolution Open Studio were able to introduce all of the Small but Perfect projects to the curators and have enabled a selection of SMEs to show at the Future Fabrics Expo in June 2023.
“Collaboration always reaps rewards, can spread costs of resources and services, and shares audiences and communities.”xyz.exchange co-founder David Leigh
Where
Dutch Design Week (October 22-30th, 2022), Eindhoven, Netherlands; Material District (March 8-10th, 2023), Utrecht, Netherlands; Fashion Revolution Open Studio Showroom, The Lab E20 (April 26-27th), London, UK
Target audience
Designers (fashion, interior, product), architects, press, and companies seeking new materials.
Format
Showcase events featuring the collaborative works of Studio Sarmite and Roua Atelier.
How did it go?
– Dutch Design Week: 355,000 visitors
– Estimate 100 visitors over the two days
– Material District: No attendance data available
– The Lab E20: Around 100 attendees over two days
Learnings
The project
The development of a textile that makes 100% use of recycled/discarded and unfit fibres as well as natural dye materials and pigments. Textile leftovers are dissolved and repurposed. This is the case both for fibres and also the colour. The dyeing is combined with the making of bioplastic so there is zero waste. They use recycled mordants within the dyeing process such as iron and wine waste. Once applied to products such as the prototype bag by Been, PreLoved garments can be discarded in textile waste bins, after they enter the textile recycling cycle over and over again.
There was positive feedback from attendees regarding the concept, materials, colours, and overall aesthetics. They received collaboration requests and inquiries about product availability for sale. Requests to include material samples in a material library. They also had invitations to participate in additional exhibitions, such as the Sustainable Angle’s “Future Fabrics Expo” and Munich Fabric Start. The showcase events provided a platform for Preloved by Studio Sarmite x Roua Atelier to engage with their target audience, receive positive feedback, and explore new opportunities for collaborations and partnerships.
Where
Fashion Revolution Open Studio Showroom, The Lab E20, London
Target audience
Press, influencers, academia, industry professionals (buyers, circular consultants, Future Fabrics organisers)
Format
– Exhibition of prototype bags made from environmentally friendly grape leather material
– Presentation of a video showcasing the process of creating the grape leather material
How did it go?
Approximately 30-40 attendees in the evening, smaller numbers during the day. Positive response from attendees during the evening showcase. Collaboration and partnership opportunities with Under Her Eyes. Interest expressed by press and influencers. Effectively communicated the environmental sustainability of the project through the video showcasing the
process of creating grape leather material. Demonstrated the components of grape marc (dried grapeskins, seeds, and stalks) and the resulting material. Samantha’s presence and speaking engagement at the Fashion Revolution event added value and expertise. Increased reach and followers on social media (20% increase) as a result of the showcasing. Resulted in plans for collaboration with Silva from Under Her Eyes for a future range. Through this showcase there was an opportunity for The Sustainable Angle to fully understand the projects and resulted in participation in the Future Fabrics trade show in June 2023.
The showcase event was successful in raising awareness about the environmentally friendly grape leather material. It garnered positive feedback, collaboration opportunities, and increased social media engagement. The collaboration with Under Her Eyes and the upcoming participation in the Future Fabrics trade show highlight promising prospects for the brand.
The aim of Planet of the Grapes’ research and development was to create a new material using grape waste or grape marc, which included the grape skins, seeds, and stalks, after they had been pressed for wine, from the local French vineyards near to where founder Samantha Mureau lives. Samantha worked with a University based in Lyon, France, and collaborated with material scientists working on a high content grape waste material. Alongside that, she commenced trials with a new material producer in Milan, Italy, to see if they could use the grape waste in the current industrial machines. Samantha created three different prototypes. One was very natural in colour, while the other two used pigments to colour them pink and purple and gave them a textured surface. The second prototypes were used to see if they could make a small version of partner Under Her Eyes’ signature bag. They wanted to discover if it would sew, glue, if the edges of the bag could be painted, and if the material could be used commercially.
Planet of the Grapes’ material made from grape waste from the wine industry. Founder Samantha Mureau collaborated with Under Her Eyes on a pilot project to create a bag with the material.
The initial idea was to create a new legging using an innovative fabric that would enable it to be 100% circular. However, after conducting market research, obtaining quotes on innovative fabrics, attending fairs, and engaging with industry experts, Evamoso founder Jennifer Thiel realised that there wasn’t a single solution that felt right – the choice was either fully recyclable or fully biodegradable. During the Small but Perfect mentoring SBP Jennifer learnt that in order to be a sustainable business, she had to prioritise staying in business and she shifted the focus towards financial sustainability rather than solely material innovation. She refocused the brand around self-care and environmental consciousness to offer more alternative sportswear to women by getting them to choose to wear leggings made from recycled landfill waste and more natural fabrics that are kinder on the body and the environment.
Lab E20 during Fashion Revolution Week
Target audience
Press journalists and attendees interested in sustainability and circularity in the fashion industry.
Format
Showcase event with a stand to display the project and presentations as part of a round table/panel discussion titled “Not another buzzword – putting circularity into practice.”
Over 80 people, including press journalists, attended the event. Guests visited Evamoso’s stand, asked questions about their projects, and engaged in discussions.
The presentations, although deviating from the original plan, turned into a fruitful discussion and Q&A session with the moderator and the audience. The event provided an opportunity to share the challenges faced in sourcing fabrics and the manufacturing process.
Not being afraid to showcase the brand to more people and engage in discussions can lead to networking opportunities and increased engagement. Highlighting the difference between the idea of circularity and the reality of fabric choices can educate the audience and raise awareness about the challenges in achieving true circularity. Adapting to unexpected changes in the
format of presentations can still result in valuable interactions and discussions with the audience. Overall, the showcase event had a positive impact on Evamoso’s brand awareness and engagement, with a 50% increase in engagement and a 20% increase in social media followers following the event.
The purpose of this project was to understand if by creating a fabric with fibres that are recycled, organic, and certified Cradle-Cradle Gold standard Onee.Earth would be able to create a fully biodegradable underwear range.
Where
The Lab E20, FASH REV Earth Day Collective PopUp: Local high street hub for the pop-up store.
Target audience
The Lab E20 Event: Industry figures and press.
FASH REV Earth Day Collective Pop-Up: Cold customers and end consumers.
Format
B2B showcase event with an evening panel discussion. And FASH REV Earth Day Collective Pop-Up: Sustainable and ethical brands pop-up store with workshops and partner facilitators.
Fashion Revolution Open Studio Showroom: Onee.Earth had the opportunity to speak on an evening panel and engage with industry experts and leaders. Connections were made, but no immediate partnerships or collaborations emerged. The pop-up store allowed for revenue generation and meaningful interactions with customers. The curated store experience showcased a selection of sustainable and ethical brands. It also led to conversations and potential future opportunities for collaborations, including with sustainable London store 69b.
Utilising the budget for a pop-up store during Fashion Revolution Week was a successful strategy, allowing for revenue generation and a strong brand message delivery. Participating in events with different target audiences provided valuable insights and networking opportunities. Clear point-ofsale information, displays of materials, and demonstrations of dissolvable packaging solutions effectively communicated the environmental impact and circularity message of the Onee.Earth project. The events led to connections with industry professionals and potential partnerships for future collaborations. Revenue generation is an important consideration when investing in physical retail spaces like pop-up stores.
Website
www.onee.earth/password
Where Lab E20
Target audience
Influencers, press, sustainability enthusiasts
Format
Presentation of the capsule collection, and contribution to the discussion panel. Saska London presented their capsule collection, which aims to address the issues of overproduction and consumption in the fashion industry. The collection emphasizes producing fewer clothes of higher quality that are made to last. Saska London’s commitment to transparency and ethical practices, such as providing information on fabric origins and fair wages for workers, resonated with environmentally conscious consumers. Saska London’s designs promote a unique and comfortable multifunctional capsule wardrobe that is not driven by trends. They challenge the idea of disposable fashion and strive to be part of a closed-loop system. The brand is exploring a business model that offers services for clothing repair, reuse, rental, sharing, and reselling secondhand clothes. They are also researching the use of post-consumer materials, such as vintage or second-hand fabrics, to incorporate into their designs.
Participating in showcasing events can create brand awareness and attract a target audience of influencers, press, and sustainability enthusiasts. Emphasising transparency and ethical practices can appeal to environmentally conscious consumers. Creating a unique and durable capsule collection that deviates from fast fashion trends can differentiate the brand and promote sustainability. Exploring closedloop systems, including repair, reuse, rental, and reselling options, aligns with circular fashion principles. Researching the use of post-consumer materials can contribute to a more sustainable design process.
Saska London’s adaptable, modular designs allow customers to be creative and reinvent their wardrobes by, for example, swapping hems or sleeves from two different dresses. One of the major objectives of Saska was to attempt to solve the problem of waste in fashion. During the R&D learning Saska founder Joanna Krause came up with an innovative solution with the launch of their first modular capsule collection.
The showroom at The Lab E20 during Fashion Revolution Week attracted approximately 100 visitors. While no immediate business connections were made at the showcasing event, Saska London received positive feedback and engaged with many potential future customers who showed interest in their designs.
Initially, trade shows in Milan, Berlin, Copenhagen, Netherlands, UK and Paris were discussed with the businesses who wanted to wholesale or build connections with retailers.
Some SMEs had existing relationships with trade fairs. If you already have a connection that is still useful, it makes sense to revisit those relationships. The pre-existing relationship between Fashion Revolution Open Studio and Studio MM04 with Berlin Fashion Week’s 202030 Fashion Summit as well as Premium and Seek proved to be the most relevant spaces for SMEs with B2B businesses and new systems of working.
Fashion Revolution Open Studio has been part of Berlin Fashion Week since 2019, creating a programme of events in the city in collaboration initially with Mercedes-Benz Fashion Week Berlin and then the Berlin Senate Department for Economics, Energy and Enterprises.
Studio MM04 are the organisers for the 202030 – The Berlin Summit which is a conference and exhibition hosted during Berlin Fashion Week, to create a space to discuss new ideas, circular systems and issues around sustainability as well as to showcase brands’ new collections.
The challenge with showing at trade shows for SMEs still developing their product, was that deadlines were difficult to meet within the timeframe of the SbP project. As well as Premium/Seek, Future Fabrics Expo with The Sustainable Angle was earmarked as the preferred trade show for a number of SMEs working on material innovation. However, the date for FFE 2023 was outside of the timeframe of the SbP project.
Overall, 11 businesses showed their R&D outcomes at the following trade shows in Berlin, Milan, Amsterdam, Eindhoven, Utrecht, Salzburg, Dallas and New York:
PREMIUM SEEK, BERLIN, GERMANY
NÄZ, NILTEXTILE, WAYZ, TIZZ & TONI/ GREENSTYLE E-XPO SALZBURG, AUSTRIA –
CORA HAPPY WEAR/
COTERIE NEW YORK – FASHWOOD/
FA LA GIUSTA, MILAN, ITALY – R-COAT/
MODEFABRIEK, AMSTERDAM, NETHERLANDS – PALANTA/
202030 – THE BERLIN FASHION SUMMIT, GERMANY SOLOSTUECKE, SICA/
DUTCH DESIGN WEEK, EINDHOVEN, NETHERLANDS – PRELOVED BY STUDIO
SARMITE X ROUA ATELIER/ MATERIAL DISTRICT, UTRECHT, NETHERLANDS – PRELOVED BY STUDIO
SARMITE X ROUA ATELIER
CASE STUDY: Small but Perfect x Berlin Fashion Week
Six purpose-driven businesses showcased their innovative approaches towards circularity at Premium New Conscious Talent, in conversation at 202030 – The Berlin Summit and in action at Haus der Materialisierung 17 - 21 January 2023
Nil Textile; NÄZ; Tizz & Tonic; Solostuecke; SICA and Patchwork Family unveiled the projects they had developed. The six projects showing each took a different approach.
Patchwork Family workshopped upcycling techniques with small designers at Haus der Materialisierung, a workspace and sustainable fashion community centre in Berlin.
Portuguese brand NÄZ showed how they have brought traceability and recyclability into their collections and built rental into their business structure.
Tizz & Tonic based in Bremen, an independent womens’ intimates brand showed their plantbased basics with a TWIST.
From the Czech Republic, NIL Textile introduced the first circular PLA textile achieving the lowest environmental impact from all currently available textile materials along with the fully circular solution including revolutionary molecular recycling technology.
The German brand Solostuecke works with Resortecs’ closed loop textile recycling system to redistribute disassembled pieces through its Circular Flow system. Founder Svenja Bickert-Appleby discussed the technicalities of how this works as part of the talks program at 202030 Summit.
SICA showcased the Cultural Sustainability Strategy for SICA’s Collaborators and Replicability.
During the SBP acceleration program, NÄZ developed their initial idea, which had been more focused on a renting solution for the brand. However, it evolved into a 360º solution called the Mindful Consumer Club. This platform allowed consumers to reuse, resell, and recycle their Näz garments. Prototypes were developed for the Timeless Collection, which was 100% recyclable. A video pitch for the Mindful Consumer Club can be viewed here.
Where Premium, Berlin
Target audience
Retailers, press, and potential business partners
Format
Tradeshow. The Timeless pilot collection, made with recyclable materials, was showcased at the event. It will later be resold and recycled into new garments as part of the Mindful Consumer Club project.
– More than 50 people attended.
– Engagement was established with retailers and other interested parties regarding the environmental outcomes of the project.
– The project was mainly showcased to retailers, who play a crucial role in establishing the link between the Mindful Consumer Club and consumers through recycling boxes in their stores.
– The collection of 11 traceable garments, created using only cellulosic, natural fibers, will be part of the circular model of the Mindful Consumer Club.
Conversations were initiated with Fashion Revolution to develop partnerships with seamstresses in key European cities and with MUMSTER, a PR agency in the Netherlands focused on environmental and social impact brands management.
Learnings
– To establish a position within the community, it is important to improve both online and
offline communications, foster partnerships with retailers, seamstresses, and collecting points, and engage the community through word of mouth, social media, website, newsletters, and other online platforms.
– To expand the solution to other small-scale European brands, fostering relationships with these businesses is crucial, either through tradeshows or in person.
Website
www.naz.pt
As part of the SBP program, the Solostuecke and Restorecs consortium produced a whitepaper titled “Small but Perfect: how small local brands can unlock global circular fashion.” It was published and launched in May 2023. Additionally, as part of the SBP program, circular fashion brand Studio AMA created two physical prototypes. These prototypes were featured on the AMA website
202030 – The Berlin Summit in Berlin, January 2023 + online campaign May 23
Target audience
small sustainable brands, around 200 attendees over two days. The target audience for the online campaign was EU-based designers and policy-makers.
Svenja Bickert-Appleby was a speaker at the “Future of Recommerce” discussion panel at 202030 – The Berlin Fashion Summit. She explained that the focus of the project is guiding the industry towards a new normal where material is not to be disposed of but reused in a smart way that also makes financial sense. Solostuecke aims to inspire, shift perspectives and influence imagination and actions taken in the industry. Svenja talked about the possibilities she sees in a glocal economy, (local solutions used globally) linking it to geopolitical issues worldwide. One of the consortium partners Studio AMA specialises in local social production and by showcasing their work they are demonstrating the social sustainability values of the project. They partner with local inclusive sheltered workspaces to scale production. As a follow up, Solostuecke created a digital campaign using LinkedIn and social media to show the end results of the R&D phase in May with a new landing page on the website, an explainer video, the photoshoot and prototypes and making the whitepaper available for downloading. A pair of deconstructed children’s jeans was
used to demonstrate circular design. By not hiding the origins of the materials, the original, recognizable codes of the materials’ original purpose kept the “readability” of the piece. This adds a symbolic layer. The pieces become conversation starters to show what circularity can be.
There have been small labels offering Circular Flow to sell deadstock fabric or were sourcing from Circular Flow. As the bubble of sustainable fashion brands is really small, it’s hard to determine if those activities happened because of the showcasing or previous connections.
Still waiting to see the full outcome in terms of partnerships, but the campaign clearly communicates the way the partnership is set and the benefits of it.
Website
www.solostuecke.de
The project
Tizz & Tonic’s R&D project contributed to environmental sustainability through the development of biodegradable garments that offered exceptional stretchability to fit a range of sizes. By utilising biodegradable materials, they reduced the environmental impact associated with the production and disposal of conventional garments. Their focus on stretchability ensured that a single garment could accommodate various body sizes, reducing the need for multiple garments and minimising waste and overproduction. This innovative approach promoted conscious consumption and encompassed the end-of-life usage of this particular type of garment (underwear), which had been challenging to address using other methodologies of circular product design.
Berlin Fashion Week, Lingerie trade show, Paris
Target audience
Berlin: German market. Paris: Underwear and lingerie buyers
Format Trade shows
How did it go?
Berlin: Over 500 brands participated. Positive feedback overall, but initial challenges due to being a new attendee with a new product. There was a slower pace due to the economic downturn. Paris: Around 300 exhibitors and over 13,000 visitors with positive feedback overall.
Learnings
Initial challenges in making a significant impact and establishing relationships as a new attendee. Conversations with attendees highlighted eco-friendly aspects of products, circularity, and reduced environmental impact. Posters strategically placed at the show booth conveyed an environmental sustainability message. We emphasised fair and ethical working conditions throughout the supply chain and had detailed discussions about materials, production processes, and responsible consumption. In terms of partnerships and connections it was disappointing. They did not achieve their desired outcomes in terms of partnerships, stockists, opportunities, or new business connections. We had a disappointing
experience at the PREMIUM Berlin trade show, with marginalised positioning and presence in the furthest back corner of the hall and incorrect information in promotional materials. It was a good experience in terms of presentation, but not one to repeat in the foreseeable future.
Website
www.tizzandtonic.com
The project
Nil Textile developed several material ranges of circular fabrics during the R&D phase of the project. The project partner, NOSENE used NILPLA® and NILCOTT® materials in their collection to promote the innovative and unique NILPLA® fabric, which had the lowest environmental impacts compared to all conventional materials on the market. They also introduced the more familiar and accessible option of NILCOTT® to customers. Both fabrics had lower environmental impacts compared to their conventional alternatives, with potential savings of up to 76% CO2eq emissions and 98% water. Moreover, all products could be returned by customers for molecular recycling once they were worn out. To ensure proper communication of the return and recycling scheme, NIL Circular System, to customers, NOSENE signed an agreement to emphasise the lower environmental impact of all the materials and encourage customers to participate in the return and recycling process and to maximise the percentage of returned items.
Target audience
B2B brands, responsible emerging brands in casualwear, sports, and athleisure segment and other brands exhibiting at Premium Seek.
Format
Trade show. Nil Textile showed their full production range of fabrics, recollection system, and molecular recycling technology and highlighted negative impacts of the textile industry on the environment.
Opportunity used to visit other exhibitors, pitch circular solutions, andarrange meetings during or after the trade fair. The booth placement in the PREMIUM section wasn’t optimal as all sustainable brands were in the SEEK section. There were more than 400 individual visitors at the stand, including brand representatives, retailers, students, and investors. Nil Textile gathered 76 leads and are in close touch with 10 prospects regarding the production of their first circular collection. Attendees were impressed with the solution and quality of circular products. The fully circular system was viewed as a novelty, offering a new perspective on emissions, water consumption, and waste production. Through the show, NilTextile met the founder of Natural Fibre Welding (NFW) and a representative of a VC that secured
funding for NFW. A collaboration between them was initiated and discussions regarding potential investment in Nil Textile. The solution wasperceived with excitement and works as a unique selling proposition for conscious brands.
Check out booth placement optimization for future events. They developed a strong focus on B2B brand building, consistent communication, and storytelling. They were empowering and encouraging brands to participate in the circular system.
Website
www.niltextile.com
Various locations in the USA and Europe including Coterie New York, USA in February 2023. “As consumer demands shift to prioritize transparency and authenticity, we’re shifting too – creating space for our customers to share their stories. The new era of COTERIE New York is about redefining connection – not just between businesses to businesses, and buyers and sellers – but most importantly, people to people” – Coterie
Target audience
Fashion industry professionals, potential clients, affiliated marketers
Format
highlighting the reuse of wooden elements and the biodegradability of some products. By promoting the slogan “Feel good. Look good. Do good,” they emphasised efforts in employment of underserved communities, impact in the local community, fair payments, etc. There were a limited number of new clients based on shows in Dallas and New York, and they are awaiting further interest after the opening of the permanent showroom in Milano. A collaboration with Monaco-based Porterium opened doors for collabs with celebrities such as Victoria Silvstedt. They also created contents with Lens & Hound Photo agency for posts on Instagram.
To develop the use of wood for fashion industry accessory elements including a prototype bag with a wooden framework and the development of wooden elements for the bags and accessory industry. In these initiatives, waste materials from industries, specifically wooden cutoffs, are used. The design approach is modular, enabling easy repair of the products and the wooden parts of the products come with a long life guarantee. To promote sustainability and circularity, the project team actively motivates users and the community to return the items when they are no longer needed. They make efforts to re-use these returned wooden parts as much as possible, ensuring a continuous cycle of resource utilisation and waste reduction.
Use of WoodBelt in fashion shows, permanent showroom, social media promotion, collaboration with photo agency, affiliated marketing platforms. Took part in the opening of permanent Wood Belt showroom in Milano with Openshowroom Milano in May 2022. Promotion of WoodBelt in the Porterium Monaco Instagram profile in May 2023. Preparation and presentation of WoodBelt products with Lens & Hound Photo agency in the UK in May 2023. Presentation of WB products with affiliated marketers from Payedbyresults, with 118 interested marketers for their products on the platform by May 28, 2023.
Total digital engagement reached around 1,100 for all mentioned showcase events. The showcases focused on presenting the sustainable elements of the products,
They were successful at participation in fashion shows and establishing a permanent showroom. By utilizing social media promotion and collaborations with agencies and marketers WoodBelt built visibility and sales. It was important to explain the sustainability messaging and the positive impact of the products on the environment. There is ongoing potential for collaboration with celebrities and leveraging their influence for brand exposure.
The project
A value-driven fashion community that connects young independent designers with a diverse network of artists. The project was born from a group of freshly graduated designers who had personally experienced the high barriers of entry in the fashion industry. Their main objective was to lower this bar for fellow young designers. In contrast to traditional fashion labels, their focus was not on hiding designers behind a brand name, but rather giving them the spotlight and recognition they truly deserved. By doing so, they sought to democratise the fashion industry and empower young creators, providing them with opportunities to showcase their talent and ideas.
Where
Berlin Fashion Week: Haus der Materialisierung; Paris Fashion Week: Various locations, including the Chanel show; Amsterdam: House of Denim in De Hallen
Amsterdam; London: Dalston Superstore, Fashion Revolution Open Studio Showroom
Target audience
Press, buyers, and general public, fashion industry professionals, fashion enthusiasts interested in sustainable and circular fashion, LGBTQ+ community
Format
Workshops and upcycling performances; Guerilla shows; Showroom and pop-up store; Performances at venues; Exhibitions and panel discussions; Collaboration with voguers and fashion houses
How did it go?
– Berlin Fashion Week: Successful workshop and upcycling performance, gained attention and secured funding for the Paris leg of the tour
– Paris Fashion Week: Collaboration with voguers, connections with magazine editors, showcased outside the Chanel show
– Amsterdam: Showroom and pop-up store attracted 600-800 visitors
– London: Performance at Dalston Superstore, participated in Fashion Revolution events, panel discussion, collaborations with filmmaker, received positive response and engagement
Patchwork Family used their showcasing tour to build partnerships and collaborations for funding and support. They maximised opportunities for content creation and media coverage. They created authentic engagement with customers through events and digital presence. They aimed to reflect diversity and individuality in showcases, prioritising direct communication with customers and sustainability messaging. In terms of funding, Patchwork managed to create an ambitious tour around Europe by accessing financial support from the Dutch embassy. This is a model that other businesses could benefit from.
Instagram @patchworkfamily.official
Palanta’s fashion rental software contributes to environmental sustainability in several ways. Firstly, it extends clothing lifespan by promoting garment rental, reducing the demand for fast fashion and increasing clothing utilisation. Secondly, it minimises textile waste by facilitating the sharing and reuse of fashion items, reducing the need for new production and decreasing waste in landfills. Thirdly, it supports the transition to a circular economy by enabling the rental of clothes and encouraging a culture of sharing. Additionally, it helps lower the carbon footprint associated with fashion production and logistics. Ultimately, by promoting conscious consumption, our rental software encourages sustainable fashion choices.
Modefabriek 2023 Jan in Amsterdam, specifically in the Sustainable Stop section. a central place for sustainable brands and designers, with the aim of making sustainable entrepreneurship in fashion more accessible. The seven Modefabriek values (compiled with RethinkRebels) that you will find on The Sustainable Stop are: Ambitious, Transparent, Eco-Friendly, Circular, Good Working Conditions, Sustainable Materials, and Giving Back to Local Communities.
Buyers, press, stakeholders, and academia attending Modefabriek, the largest fashion trade event in the Benelux region.
Palanta had a booth at the Sustainable Stop showcasing their clothes and collaborated with a stylist to attract attention. They also organised an educational documentary screening and styling as part of their contribution to the event. The documentary, titled “SOW & GROW”, aimed to educate women about building a sustainable wardrobe and a sustainable life.
Palanta’s showcasing event at Modefabriek was successful in terms of their B2B solutions. While their B2C memberships were still in early development, they received significant interest and formed collaborations with brands such as Tess van Zalinge, el Residu, and multiple stylists and photographers. They also established
partnerships with Condour Solutions and &ONWARDS for Palanta’s B2B solution. Attendees at Modefabriek expressed a strong interest in Palanta’s sustainable rental services and their approach to circular fashion.
Palanta discovered that Modefabriek might not be the ideal platform for promoting their B2C memberships, but it proved fruitful for their B2B solutions. They found that their educational initiatives, such as the documentary screening and styling, resonated well with the audience. The positive feedback emphasised the importance of building a sustainable wardrobe and demonstrated the value of Palanta’s educational content. Additionally, the collaborations and partnerships formed during the event highlighted the potential for growth and expansion in the B2B sector.
Website www.palanta.co
The project
R-Coat is a Portuguese upcycling brand on a mission to reduce umbrella waste. They partnered with Altrosguardo, Italian artisans. They used eco design to transform the metal part of the umbrellas into fine jewellery. To elevate the pieces, they coated them in gold and silver at a factory in Italy able to do this process on a small scale.
Target audience
Press and general public, including families and people of all ages
The showcase at Fa La Cosa Giusta featured a dedicated table displaying jewellery made from the metal components of umbrellas. The exhibit included a sign explaining the project and the support received from Small but Perfect. R-Coat shared posts and stories on their brand Instagram and TikTok accounts, as well as the founders’ personal accounts, reaching thousands of people worldwide. The showcase aimed to promote circular economy, waste reduction, and GHG emissions reduction by demonstrating the creative reuse of umbrella fabric for garments and umbrella metal structures for fine jewellery. The event also provided an opportunity to connect with artisans who collaborated on the project, fostering craftsmanship and promoting regional job opportunities.
The feedback and engagement from both the press and the general public were positive. The showcase garnered significant interest, and R-Coat collected a mailing list of individuals interested in purchasing the product once it becomes available for sale. The brand’s social media posts and stories reached a wide audience, spreading the message of creativity, innovation, and the
potential for reusing materials that are typically considered waste.
The dedicated table at Fa La Cosa Giusta allowed R-Coat to effectively present their jewellery made from umbrella metal, capturing the attention and interest of attendees. The showcase successfully engaged both the press and the general public, raising awareness about the project and generating positive feedback. Sharing posts and stories on brand and personal social media accounts helped reach a diverse audience from around the world, increasing the visibility and impact of the project. By highlighting the use of broken umbrellas and promoting circularity in their products, R-Coat showcased the potential for creative reuse and contributed to waste reduction and GHG emissions reduction. Meeting the artisans in person during the event created a special connection and highlighted the value of craftsmanship and traditional production techniques. The success of the showcase led to invitations to participate in Venice Fashion Week in April and an exhibition during Milan Fashion Week in September 2023, providing further platforms to showcase their creations and reach a wider audience.
Website
www.r-coat.com
GREENSTYLE x E-XPO 5020 Trade, Salzburg, Austria
Target audience
The target audience of the showcase event included families, grandparents, and young couples interested in sustainable living and baby fashion.
Format
CORACircle presented their rental service for baby clothes at their booth during the GREENSTYLE x E-XPO 5020 Trade in Salzburg. They showcased their products and explained the results of their research and development (R&D). They allowed attendees to see and touch the products, demonstrating their quality and conducting washing and wearing tests.
The project
CORACircle is a rental subscription for baby wear. They are showing that baby clothing doesn’t have to end its life after the baby outgrows it but can be passed from family to family. A garment that is usually used for a few months can thus be used for years and have a much longer and more effective usefulness. The rental method therefore represents a circularity technique, which they believe to be particularly sustainable in baby clothes, if through their production innovations they can maintain the quality of the garment over time.
The event generated positive feedback, and many attendees expressed interest in the rental model. The showcasing event helped raise awareness about the option of renting baby clothes instead of buying them. CORACircle interacted with around 100 people and collected 60 new contacts for their newsletters. The communication efforts during the event period resulted in increased website traffic, with a 53% increase in overall traffic and 95% of the users being new users. Although there were no new direct followers during the event, the social media reach and engagement were higher compared to the previous period.
The main goal of the showcasing event was to raise awareness about baby fashion rental models and change consumer perceptions. CORACircle focused on reaching the right audience and used word-of-mouth marketing through local networks. Collaborating with midwives allowed them to directly present the project, highlight the environmental impact of circularity, showcase the durability of the products, and connect with potential customers. The showcasing event emphasised the environmental benefits of renting baby clothes and reducing waste. CORACircle highlighted their certifications (GOTS, FairWear, Ökotex) to showcase their commitment to fair production practices. They also informed the public about their nitiative to donate 2% of each subscription’s proceeds to International Plan Italia, a nonprofit organization focused on children’s education and building schools. The event helped CORACircle make progress in their mission to promote circularity and sustainable practices in baby fashion. They received positive feedback, gained new contacts, and expanded their reach beyond Italy.
Website www.coracircle.corahappywear.com
money, saving time, and saving space. Toghether we can avoid creating tons of new textile rubbish and help keep the planet happy and healthy for our children's future.
For some of the SMEs, particularly where there was a system or service involved, producing a video which can be used by the brand to promote and explain their work to their own customers as well as to partners and clients, is a very effective way to communicate.
Investing in a short video, either a how-to, a documentary or an instructional video means you have more opportunities to show what you do and greater control over the message you are promoting.
For Small but Perfect, Fashion Revolution Open Studio was able to promote videos as reels on Instagram, as well as publishing them to the Fashion Revolution Open Studio playlist on Fashion Revolution’s YouTube channel. This allows a global audience to have access to the project.
Videos can also take the form of recorded online conversations and webinars. Atlas of Sustainable Colours by VIenna Textile Lab, Julia Kaleta and Martina Spetlova hosted a webinar Colourosity during Fashion Revolution Week which was also live streamed at the Lab E20 and on YouTube where it can be rewatched or viewed after the event as a useful resource. The webinar was an opportunity to really discuss and explain in depth each partner’s input in the project, the background and the applications of some of the projects mapped.
Videos were made by several of the SMEs and can be seen on their social channels as well as @fashionrevolutionopenstudio Instagram and Fashion Open Studio YouTube playlist on the Fashion Revolution YouTube channel
Designing and developing the Intellectual Property Strategy for SICA and Trademark. SICA creates zero-waste patterns with discarded textiles in their original colours, thus using fewer resources and contributing to reducing waste and pollution. SICA’s products are functional, long lasting, high quality by design- that encourages a conscious consumption pattern. Their upcycling method minimises the impact of the textile industry by the amount of tons of repurposed textiles waste from the environment. SICA’s processes contribute to no use of dying and chemical processes, no use of water and low use of electrical energy. With the recent trademark and Policy in place SICA aims to set a framework for replicability of circularity.
Where
202030 – The Berlin Fashion Summit (BARCAMP section) Alliances for Cultural Sustainability (Hybrid event with offline and online components)
Target audience
202030 – The Berlin Fashion Summit: Fashion and sustainability professionals in Europe. Alliances for Cultural Sustainability: Local business partners, team members, customers, and Berlin communities
Format
202030 – The Berlin Fashion Summit: Discussion group led by Simone Simonato, the lead partner representative of SICA. Alliances for Cultural Sustainability: Talks, upcycling weaving workshop, and film screenings
How did it go?
202030 – The Berlin Fashion Summit: Approximately 50 attendees, with 5 participants in the Cultural Sustainability topic. Alliances for Cultural Sustainability: 10 attendees out of 19 registered participants. Intimate and deep engagement, potential business partner connections, increased consciousness, sense of ritual and exchange, acquisition of new skills.
Learnings
– Showcasing events provide opportunities for intimate engagement, potential business partnerships, and increased brand visibility – Consciousness-raising talks and experiential workshops can foster a sense of
ritual, skill acquisition, and behaviour change – Communicating sustainability aspects through content and experiences helps build a deeper understanding and connection with the audience
– Collaborations and partnerships expand market reach and strengthen relationships with local partners
Overall, the showcasing events helped SICA strengthen relationships, raise awareness about cultural sustainability, and explore potential collaborations within the European market.
The project
Where
FOS x Lab E20 during Fashion Revolution
Week 2023 in London
Target audience
Textile and fashion designers, colour designers, makers and dyers, colour developers, fashion users
Format
Webinar titled “Colourosity: mapping the impact of sustainable colours.” The webinar featured a conversation between industry professionals focusing on sustainability in colour creation. It was live-streamed during the event and published on the Fashion Revolution YouTube channel
Attendance: 82 live stream viewers, 6 inperson attendees at the Lab E20 event. The webinar was inspiring and informative, with attendees resharing screenshots on social media, particularly the final slide with personal action points. Social media engagement increased by more than 50%. The video is still available to watch.
Learnings
The first draft of Colour Impact Catalogue Criteria (the entry-level framework for colour producers who want to communicate their environmental and social practices) based on the research into existing frameworks conducted by supporting partner Vienna Textile Lab to develop a business opportunity in becoming a digital agency dedicated to (visual) communication of the impact that dyes have on all fashion users. The project’s framework includes guidelines on the green chemistry principles explaining what can be recycled from the dyeing chemical process and proposes use of other industries’ waste streams.
The webinar effectively conveyed the negative impacts of conventional dyes and introduced sustainable alternatives. Attendees appreciated the call to action and felt inspired to make changes in their practices. The webinar attracted a diverse audience, including press, stakeholders, academia, sustainable fashion enthusiasts, and professionals from the colour, textile, fashion,
and art fields. This indicates a growing interest in sustainable colour practices. Presenting the digitization of colour swatches demonstrated the potential of using a digital catalogue to preview colours before dyeing. However, testing the final colour on the chosen fabric is still essential. Action points presented at the end emphasised practices such as re-dyeing old clothes and mindful care for coloured garments. This highlights the importance of educating users on proper colour care and encouraging a shift in consumer behaviour.
Overall, the event was successful in raising awareness about sustainable colour practices and engaging a wide range of industry professionals and enthusiasts. The positive feedback and increased social media engagement indicate a growing interest in sustainable fashion and the potential for change in the dyeing industry.
Website
www.aosc.online
The project
BÉHEN is a Portuguese brand based in Lisbon focused on promoting and preserving Portuguese craftsmanship by working directly with local embroiderers and artisans to transform antique textiles such as bed covers and tablecloths into design pieces. BÉHEN was launched in March 2020 at Lisbon Fashion Week. In December 2020 BÉHEN won The Sustainables Award by the International Sustainable Agency. In January 2021 Levi’s Portugal invited BÉHEN to create an Up-cycling capsule collection. They have collaborated with dozens of other Portuguese young creatives, NGOs such as Aga Khan Foundation in Portugal.
Where
Lisbon, Portugal (headquarters), collaboration with craft textile community in the Atlas Mountains, Morocco
Target audience
Clients, Press, Retailers
Format
Short documentary video showcasing the creative collaboration between Behen and the artisan community, uploaded on YouTube and shared with Fashion Revolution Open Studio to amplify.
The video received positive feedback from close friends in the industry, generating curiosity about the community in the AntiAtlas and the techniques used. 3,244 plays on Instagram (as reels), 7 saves, 20 comments, and 151 likes (as of June 5th).
Learnings
The documentary effectively portrayed the creative journey and highlighted the importance of time, love, and patience required for sustainable production and collaboration. It showcased the cultural exchange between Behen and the artisan community, creating curiosity and interest among viewers. By using hemp, linen, and wool, Behen demonstrated its commitment to sustainable materials and merged traditional techniques from the Azores with local tapestry patterns, promoting cultural heritage preservation. The collaboration with the craft textile community in the Atlas
Mountains and the resulting documentary showcased Behen’s commitment to sustainable production, collaboration, and cultural exchange. The positive feedback and social media engagement indicate the successful communication of Behen’s values and the growing interest in their work.
Website
www.behenstudio.com
The project
The Loom app connects you with designers to create custom made clothing. You can shop in two ways… Explore designs and add your measurements at checkout. These will be custom made to fit you perfectly. Or want something totally bespoke? Create a Project!
Showcase event at Fashion Revolution Open Studios, collaboration with designers Tabby (from Reconsidered), BEEN London, and Preloved. Interview on BBC Radio London.
Target audience
Investors, journalists, designers, potential customers
Format
Video demonstrating how to upcycle clothes using Loom, participation at Fashion Revolution Open Studios
How did it go?
Positive feedback from journalists and designers, with their questions helping improve the web app for simplicity. Over 300 followers, latest reel receiving over 100 likes. Reached 1800 accounts and engaged with 200 in the last 3 months. LinkedIn posts received over 100 likes and comments. Partnered with 15 more designers and met influential individuals, expanding the network and raising funding opportunities. Interview on BBC Radio London about Loom and the project.
Learnings
Collaboration with other brands and designers proved valuable in expanding the network, generating ideas, and creating
opportunities for growth. Showcasing efforts helped build a community of customers and designers passionate about sustainability and fashion, driving momentum and brand awareness. The video showcasing the use of Loom to upcycle clothes effectively communicated the mission and value of the project, encouraging circular and sustainable practices.
The showcase event and collaborations with Tabby, BEEN London, and Preloved allowed Loom to introduce its mission, demonstrate the use of Loom for upcycling, and drive positive change in the fashion industry. Positive feedback, media coverage, and growing social media engagement indicate the success of the showcasing efforts. The emphasis on collaboration, networking, and community-building will continue to be key strategies going forward, as Loom aims to expand its impact and create meaningful change in the fashion industry.
Website www.app.loom.fashion
To make a garment that is made using Supreme Green Cotton which is a farmer supported programme supporting Greek cotton farmers to use non GMO seeds. Jump the Hedges founder Siofra Caherty chose 100% cotton for thread, self fabric for the neckline and therefore avoiding elastic which is normally found in t-shirts. This project is not 100% proven to be circular however it offers solutions for end of life in recycling and potentially composting.
Where Virtual open studio/ video
Target audience
Fashion students, educators, consumers
Format
Virtual event showcasing the journey of the project, featuring video footage from the Greek cotton mill, Portuguese fabric weaver, and garment manufacturer. Flyer explaining the process and QR code linking to the journey will be included with the t-shirt.
The event is aimed to educate and raise awareness about supply chain transparency, and targeted fashion students, educators, and consumers. It will be shared through the creator’s social media platform and newsletter, with a combined reach of over 10k people supported by Fashion Revolution Open Studio. It is an opportunity to educate consumers about the cotton industry and encourage them to make informed decisions.
Learnings
Hosting a virtual event allowed people from anywhere to join and learn about the project, expanding the reach and impact of the showcasing efforts. It’s a way to demonstrate the journey of the cotton from farm to garment and providing a QR code to trace its origins increased consumer awareness and informed decision-making. Going forward, the plan is to continue focusing on education, product development, and maintaining transparency in the business practices.
Opportunities to showcase the film and garment at sustainability-focused events and engage with fashion students are anticipated. The next steps involve establishing a preorder system and expanding educational efforts through newsletters and blog posts on the website.
Website
www.jumpthehedges.com
The project
A completely recycled garment and home repair kit line, generated with citizens’ very own fabric waste, allowing them to contribute directly to the circular economy. Birdson’s aim was to bring the innovative and ground-breaking services of Renewcell to the UK fashion industry.
Where Birdsong studio, London
Target audience
Industry professionals, designers, businesses, students, and social enterprise brands.
Format
Open Day/Launch Event/ workshop
How did it go?
A great turn out –48 individuals, including representatives from UAL, Different Kind, Alexander McQueen, Mother London, independent artists, and creatives. There was a workshop around alteration and mending of old clothes, upcycling old t-shirts with new prints, panel discussion on responsible manufacturing and the future of the fashion industry.
Learnings
The event successfully engaged the target audience, with positive feedback and social media sharing. It was an opportunity to educate attendees about circularity, upcycling, and responsible manufacturing in the fashion industry. A good opportunity for networking and bridging the gap between makers and customers. The introduction of scannable QR code labels enabled tracing the journey of products, promoting transparency in the supply chain.
Website www.birdsong.london
The project
Independent Berlin-based brand Monkind’s R&D showed that they can take older items, upcycle and resell them, or upcycle on behalf of the customer and return to them, and therefore extend life cycles and give the customer a uniquely desired one-off piece. In conjunction with more sustainable design features for future productions, will make their future pieces easier to dismantle, upcycle and/or recycle.
Where
Monkind store in Berlin
Target audience
Local customers, including new and existing customers, local bloggers, and Instagrammers.
Format
Live take-back/repair/upcycle event during Fashion Revolution Week
How did it go?
Around 30 visitors per day, consisting of customers, bloggers, and Instagrammers. Customers could bring back old Monkind items and choose between receiving a voucher, free repairs on-site, or upcycling the piece into something else. Repairs and upcycling were done live in the store, with industrial sewing machines positioned in the shop windows. A local maker collaborated with Monkind, repairing and discussing upcycling ideas with customers. The event received encouraging feedback, with customers appreciating the transparency, creativity, and different approach to business transactions.
The local aspect of the project was also well-received, highlighting Monkind’s connection to the community. Instagram stories about the event included hundreds of reactions and around 30 direct messages praising Monkind’s sustainability efforts and innovative approach. The event allowed Monkind to further develop its existing relationship with the local maker, forming a stable partnership for future collaborations.
Monkind was featured by local bloggers and Instagrammers who attended the event, some of whom brought back old items for upcycling and shared their stories for future sharing.
The positive response from customers indicated their readiness for this new kind of retail experience that focuses on sustainability and reusing existing clothing items. The emphasis on using a local maker and supporting the neighbourhood was well-received by customers, highlighting the importance of maintaining connections to the local community.
Engaging with customers through Instagram stories generated significant engagement and interaction, demonstrating the power of social media in spreading the message and values of the event. Customers understood and appreciated the need to use fewer new clothes and reuse existing ones, aligning with Monkind’s messaging and storytelling. The event facilitated the strengthening of the relationship with the local maker, providing opportunities for ongoing collaborations and future sustainability initiatives.
Website www.monkind.com
A leasing service for women to rent designer clothes and accessories with a purchase option. Codressing has a physical store in Berlin and a website. Women and brands can rent out their own items via their service.
Where
Codressing showroom in Nantes, France and store in Berlin.
Target audience
Women between 20 and 35 years old with an interest in fashion, luxury, secondhand, and sustainability in fashion.
Format
The Photoshoot Ateliers provided an opportunity for participants to have their photos taken while wearing CoDressing items. The events included styling advice from the CoDressing team and highlighted the approach of the brand. The ateliers were promoted through the website and Instagram.
The events had an average attendance of around 50 participants, comprising both potential clients and buyers. Feedback from attendees was positive. CoDressing experienced higher engagement and conversion rates after shifting from Promoting the ateliers on Instagram resulted in 200-250 impressions per published post, effectively reaching the target audience.
Transitioning from Eventbrite to a dedicated subscription form on the website increased conversion rates and engagement. Highlighting the brand’s eco-friendly values and physical store during the events helped connect with participants and reinforce CoDressing’s commitment to sustainability.
Choosing locations accessible by public transportation and forming partnerships with event venues and castles provided attractive settings for the ateliers and expanded opportunities for wedding dress rentals/sales. The ateliers facilitated social interaction and networking among participants, resulting in new friendships and connections. Finally, collaborating with venues and castles for event locations allowed CoDressing to offer unique and visually appealing settings, tapping into the demand for wedding dress rentals/sales from brides-to-be.
Website
www.co-dressing.com
Ebony Seed recirculate old pre-loved clothing articles back into the system, by either extending their life, down/upcycling them or reutilising sections in new sustainable collections. They also enable migrant workers to find work designing and being part of the local economy.
Ebony Seed held their showcase within the new space of Ebony Seed in Cork.
Target audience
Attendees ranged from other small business, designers, and collectors. Local community. Designers and prospective investors also attended.
Format
Ebony Seed showed attendees the process start to finish of RNA with examples of end products. They had some of our in-house designers speaking about their experience about the work they do.
“Attendees really enjoyed their time learning more about our business and its proposal to circular ecosystem,” says founder Sam Kiernan.
Learnings
They made many new connections and potential partnerships from the showcase. By directly advertising their offering and encouraging the community to get involved, they were able to demonstrate the impact and importance of the circular economy.
Website
www.ebonyseed.ie
Care instructions for Paloma website and short video showing the brand’s commitment to circularity.
Office premises (Internal event)
Target audience
internal team members
Format
Internal workshops focusing on the pillars of the care department of the office. Video presentation showcasing the development of the website, newsletters, and images from the last fashion show. Visual representation of information to be available on the website, including specific emails received after purchasing special items that require specific care.
How did it go?
Limited to internal team members. Alignment and engagement of the team towards the care department pillars. Video effectively presents upcoming information on the website and demonstrates the concrete caring process for special items.
Internal showcasing events help align the team and create a shared understanding of the care department’s goals. Visual presentations, such as videos, are effective in conveying information and generating excitement about upcoming developments. Clear communication channels, such as newsletters and posts, are essential for sharing new information with team members and customers after the website launch. Once the website is launched, it will be important to effectively communicate all the new information through newsletters and social media posts. The internal showcasing event successfully engaged the team and showcased the developments in the care department, setting the stage for a successful launch and ongoing communication.
Website
www.palomawool.com
How you showcase your work depends on what you want to achieve, and who your key audience is. Showcasing does not have to be expensive and most of these case studies used a small percentage of their R&D and showcasing grant to showcase their work. Events in store or in your own studio offer the most authentic way of showing what you do and how you do it, and the costs can be kept to a minimum.
Special media, newsletters and Eventbrite are all very useful tools when producing and promoting your event, and also in connecting with your community and making them feel part of what you are doing.
Clubbing together as a cohort is a really effective way of showing your work and maximising your audience and your resources.
Look for local government funding, sustainability programmes within your local area, as well as cultural grants from local institutions and embassies.
Videos are a really effective way of capturing your open studio event, or telling a story about a process or a new system. They can be educational, and inspirational, and a video has a longer life than a oneoff event.
Physical events can be very memorable and create a strong connection between you and your audience. Giving someone the opportunity to take part in a process like weaving, or mending, or dyeing a piece of fabric makes them really understand what is involved in making a piece of clothing, and the true value of clothes.
Ultimately transparency underpins the Fashion Revolution Open Studio approach. Whether you are showing at a trade show or in your own studio, being open and transparent about what you are doing encourages confidence in your product or service and allows people to trust in your supply chain and choices
Written and compiled by Tamsin Blanchard with contributions from Carina Bischof, Studio MM04. Thank you for all the contributions by the Small but Perfect SMEs. Design by Laura Asmus. Coordination and project management by Amelia Temple. Digital comms by Mel Watts and Lauren Rees. Digital admin support Samantha Willis.
