SASKA LONDON

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.

How did it go?

Learnings

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.

The project

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.