H&M has teamed up with London College of Fashion's Centre for Sustainable Fashion to launch the first ever nationwide Fashion Recycling Week.
The week will run from August 31 to September 6.
Students from the fashion school have been given the task of interpreting British cities to create window installations using clothes donated through H&M's garment collecting program. This is all working to encourage people to reduce waste in the fashion industry through the repurposing of unwanted clothes.
"We recycle no less than 97 per cent of the clothes and textiles we collect into new products like clothes, insulation for cars and most importantly into new garments, closing the loop in fashion," said Catarina Midby, H&M sustainability manager.
During the week itself, giant garment-collection boxes will be located in the Covent Garden Piazza for customers to leave their clothing. The student-created installations will be displayed in windows of eight H&M store locations in the UK and Ireland.