Zalando, a leading fashion e-commerce giant, has recently joined forces with Danish designer Nikolaj Storm to launch an exclusive capsule collection called Synthesizer. This collaboration not only highlights Zalando’s dedication to sustainability and transparency but also brings attention to the ongoing challenges faced by the fashion industry.
The Synthesizer collection consists of 13 unique pieces that draw inspiration from fluorescent colors, electro and techno beats, and the sound of nylon. What sets this collection apart is its use of synthetic fibers, including recycled polyester and Lycra T400, a highly elastic type of polyester. Storm intentionally opted for synthetic fibers to challenge the perception of synthetics and highlight their durability. These fibers offer advantages such as vibrant colors, better shape retention, and enhanced performance, making them ideal for sportswear.
Circular.fashion’s Circular Design Criteria played a crucial role in the creation of the Synthesizer collection. Zalando actively collaborated with circular.fashion to develop this framework, aiming to produce products that incorporate safe, recycled, and renewable materials, have an extended lifespan, can be repaired, and have the potential to carry digital product passports. The ultimate goal is for these products to be recycled or transformed into new materials at the end of their lifecycle. All items in the Synthesizer collection meet at least the minimum requirements of these criteria.
To meet the circular design criteria, the collection features several design adaptations. Wider seams allow for easy alterations, zips enable products to transition between seasons (such as converting trousers into shorts), and care and repair QR codes are included on each style to assist consumers in extending the lifespan of their garments. It’s important to note that one of the initial styles did not meet the required certification standards and was subsequently removed from the collection. As a solution, Zalando partnered with The Dematerialised web3 e-commerce platform to develop a digital version of the design as an Augmented Reality (AR) Filter, which can be experienced on platforms like Snapchat.
In an era where companies are often criticized for greenwashing practices and exaggerating their circularity efforts, Nikolaj Storm and Zalando have maintained transparency regarding the challenges and limitations they encountered during the creation of the Synthesizer collection. Storm expressed his desire to push boundaries within the industry while remaining honest about the process, acknowledging that the fashion industry still has a long way to go in achieving true circularity. Laura Coppen, Head of Circularity at Zalando, emphasized the value of collaborating with Storm and the importance of challenging and upskilling designers in circular design.
The Zalando x Nikolaj Storm Synthesizer capsule collection not only showcases innovative design but also sheds light on the complexities of sustainable fashion. By openly discussing the challenges faced, Zalando and Nikolaj Storm demonstrate their commitment to driving change and striving for a more circular fashion industry.
Useful links:
1. Zalando
2. Circular.fashion
