H&M is continuing their bid for more sustainable fashion by launching their first ever Fashion Recycling Week, hoping to encourage people to re-use their old and outdated clothes.
The high street giant has teamed up with students from the London College of Fashion to create huge window displays in their stores, using clothes donated through the brand's Garment Collecting Initiative.
Kendall Jenner in Balmain for H&M
There's also the chance to win £250 to spend in H&M stores, by simply instagramming your guess of the number of garments used in each installation and posting a picture of the window tagging @hm and the hashtag #CloseTheLoop.
During the week, a giant garment collecting box will be located in London's Covent Garden Piazza and customers who donate their unwanted clothes to any store can redeem double discount vouchers for their next purchases.
The brand's new venture runs alongside their already successful Conscious fashion line, which helps to create sustainable fashion.
"At H&M, we have set ourselves the challenge of ultimately making fashion sustainable and sustainability fashionable," says Karl-Johan Persson, CEO.
Fashion Recycling Week will run from 31 August to 6 September and the installations will be shown in H&M windows in major cities including London, Manchester, Leeds and Edinburgh.
