Tackling sustainability head on, the two brands have come together to create a new capsule that highlights challenges and opportunities when working with more sustainable materials
In collaboration with Zalando
When it comes to the impact on the environment, it’s very clear that the fashion world needs to do better. Sustainability isn’t a trend, it’s the way of the future that we need to adopt now, for the next generation and for the years to come. This is something online fashion and lifestyle platform Zalando is acutely aware of.
That’s why the e-tailer created the ‘Zalando Sustainability Award’, which was awarded for the first time to Swedish label House of Dagmar during Copenhagen Fashion Week’s AW21 shows.
As part of the prize, the brand won the opportunity to develop an exclusive collection with Zalando. But this is no stock-stand collab, this collaboration is about understanding the environmental impact and creating transparency towards the consumer - and now the collection is available to shop.
To get from sketch to store, the journey is key to understanding how the industry can change through innovation and creativity. Every single piece in the range is carefully considered. Specifically the fabric choice, whether it be certified organic, recycled or responsibly sourced materials, to the production practices that aims to reduce carbon emissions, save water and minimise waste. As House of Dagmar brand director Sofia Wallenstam says, “You should shop pieces that will last for a long time, perhaps even surviving yourself to be passed on to younger generations."
‘Made to last’ is a thread that runs through the whole collection, not just the more sustainable materials, timeless silhouettes and well-tailored cuts give the looks longevity while also placing them in the now. Focusing on the idea of a capsule, the range offers what one may need for a hard-working wardrobe. The work shirts pair perfectly with the denim jeans and slouchy beige trousers. While sweater vests and textured henley shirts add that element of layering that we Scandis do best. The neutral palette and practicality ensure these pieces are here for a good time and a long time.
In the spirit of transparency, the clothes also come with a Fibre Impact Report, created by global sustainability consultancy Anthesis, that gives consumers an in-depth (yet digestible) insight into the garment’s fibre footprint. Take for example the electric blue ‘Thelise’ coat, it’s created from recycled wool and polyester. The use of this material instead of using virgin fibres result in a carbon saving that is equivalent to charging your smartphone every day for nine and a half years. The denim found on the straight leg jeans and shirt, was created from raw, GOTS certified organic cotton, which saved 1180 litres of water per piece.
Fronting the campaign are talent and sustainability advocates Doina Ciobanu, Emilie Lilja and Johanna Ljunggren who not only appear in the beachside campaign images but also in the YouTube video series produced in partnership with Vogue Scandinavia and filmmaker Shruti Ganguly that explores the unique new sustainable techniques behind this venture.
By making the process behind the clothes the hero of the campaign, the two brands hope to take accountability and help consumers make better clothing choices. “We want to enable our customers to make more sustainable choices and speak a sustainability language everyone can understand... driving change and having a positive impact on people and the planet,” says Zalando director of sustainability Kate Hieny.
Photography by Pelle Lannefors
Styling by Fernando Torres
Talent Doina Ciobanu, Emilie Lilja and Johanna Ljunggren
Produced by Mona M. Ali
Stylist assistant: Agnes Fowler
Hair by Sainabou Chune
Makeup by Sara Eriksson