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Style, innovation & equality

Issue 5 out now – Get your copy!

NEWS

How this Norwegian brand transformed this fashion show back drop to a tote bag

During Copenhagen Fashion Week one year ago, Holzweiler created a crisp white fabric to cover the entire SS19 show venue, creating a feeling of being inside a soft dreamy tent. Just after the show the team carefully packed down the fabric, used as show backdrop, and send it to one of its trusted suppliers wanting to re-cycle it.

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Words: Johan Magnusson

The fabric has now been given a new purpose as a tote. Minor flaws might appear on some of the totes, it is however a re-used fabric, so to keep the story and communication about it clear, the text ”this bag is made from the backdrop of our ss19 show” is printed on them.

— With far the most shows there is so much waste. In the industry we build up these amazing set-ups to communicate our inspiration for our collections and share stories. But then after the 8 minutes of show, what then? It took us a couple of shows to realise and learn. But now, we always think about ways to re-use everything we do and work with, so all our show set-ups are re-cycled somehow and our backstages are plastic-free, says Susanne Holzweiler, Brand Director.

The totes are launched in two sizes today, August 5, right in time for this week’s CPHFW SS20 season, on holzweiler.no