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House of Dagmar launches exclusive capsule collection for Zalando accompanied by Fibre Impact Report

November 1, 2021
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  • The first winner of the Zalando Sustainability Award, House of Dagmar, has developed a capsule collection with a focus on fibre impacts
  • The accompanying Fibre Impact Report by Anthesis provides transparency and learnings on House of Dagmar’s ambition to minimize carbon emissions, water consumption and waste in the 20-piece collection
  • Talent and sustainability advocates Doina Ciobanu, Emilie Lilja and Johanna Ljunggren and the House of Dagmar founders explore the collection’s environmental impact in video series produced by award-winning filmmaker Shruti Ganguly
Three fashion models dressed in natural colours sitting in front of a white backdrop surrounded by a foggy beach scenery

BERLIN, NOVEMBER 1, 2021 // Zalando, Europe’s leading online fashion and lifestyle platform, launches an exclusive capsule collection by House of Dagmar. The collection by the Zalando Sustainability Award Winner AW21 at Copenhagen Fashion Week comes with a Fibre Impact Report providing more transparency on the environmental impacts.

The 20-piece collection, which has been developed in partnership with Zalando, highlights House of Dagmar’s sustainability efforts and explores material choices such as certified organic, recycled and responsibly sourced materials - to create a collection that is timeless, versatile and elegant. The three key focus areas of House of Dagmar’s sustainability strategy, and this collection in particular, are to reduce carbon emissions, save water and minimize waste through material choices. By calculating the fibre footprint of each item in the collection, the Capsule Collection Fibre Impact Report aims to provide more transparent and informative content in a clear and digestible way.

Zalando commissioned global sustainability consultancy Anthesis to produce the fibre impact report for the collection, which they conducted based on the Higg Materials Sustainability Index (MSI). The report shows that by choosing more sustainable materials, compared to the equivalent conventional materials, the House of Dagmar collection has avoided an estimated 7,700kg of CO2 - the equivalent of driving from Berlin to Madrid 13 times (31,000km), and 184,000 litres of water - approximately 600 bathtubs. It also recognizes this to be a learning journey for House of Dagmar to dive deeper into materials through Life Cycle Assessments and to create transparency in the supply chain for a more holistic picture.

Portrait of Sofia Wallenstam

Sofia Wallenstam, Brand Director at House of Dagmar

Sofia Wallenstam, Brand Director at House of Dagmar, says: “We hope we can inspire our customers to be bold and establish a new mindset when it comes to what they wear and why. A conscious mindset, where each purchase is of a product that is made to last. And that each clothing item added is part of  a style that can last a lifetime, or be passed on to a new wearer. Just like Zalando, we strive for transparency, so we’re incredibly proud to have won the award and to have produced this capsule collection and Fibre Impact Report – it’s another step towards a more sustainable future.”

Kate Heiny, Director of Sustainability at Zalando

Kate Heiny, Director Sustainability at Zalando says: “We want to enable our customers to make more sustainable choices and speak a sustainability language everyone can understand. By calculating the fibre footprint of each item in the collection, we are able to transparently show our consumers why each product is a more sustainable choice – driving change and having a positive impact on people and the planet.”

Talents Doina Ciobanu, Emilie Lilja and Johanna Ljunggren who have a passion for sustainability and aim to inspire their audiences to make more sustainable choices, feature in the campaign images and YouTube video series produced in partnership with Vogue Scandinavia and filmmaker Shruti Ganguly. Along with House of Dagmar founders Sofia Wallenstam and Karin Söderlind, the videos showcase the new collection and raise awareness of the collaboration. They can be viewed here.

House of Dagmar was voted as the winner of the first Zalando Sustainability Award at Copenhagen Fashion Week AW21. House of Dagmar impressed the jury particularly with its strong sustainability ambition which is implemented through many aspects of the brand’s supply chain. The award pays into Zalando’s sustainability strategy, do.MORE. Acknowledging its role in the fashion industry’s impact on people and the planet, Zalando is now eager to be part of the solution and wants to encourage fashion brands to explore more sustainable materials, implement better processes and recognize strategies that contribute to a more sustainable industry. Zalando has set a commitment to generate 25% of GMV (Gross Merchandise Volume) with more sustainable products by 2023.

The Zalando x House of Dagmar Collection is available to shop now via zalando.com/collections/jmQJniFPTFa.

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About Zalando

Founded in Berlin in 2008, Zalando is building the leading pan-European ecosystem for fashion and lifestyle e-commerce around two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, we offer an inspiring and quality multi-brand shopping experience for fashion and lifestyle products to about 50 million active customers in 25 markets. In B2B, we are using our logistic infrastructure, software and service capabilities to help brands and retailers run and scale their entire e-commerce business, on or off Zalando. As an ecosystem, Zalando aims to enable positive change for the fashion and lifestyle industry.

About the Zalando Sustainability Award:

The Zalando Sustainability Award takes place every season at Copenhagen Fashion Week which started in February 2021. The award aims to encourage fashion brands to explore sustainable alternatives and recognize strategies that contribute to a more sustainable industry. All brands that take part in Copenhagen Fashion Week were invited to apply for the award. The three finalists are chosen by an experienced international jury. The jury members closely review each brands ’sustainability strategies, including their collections and level of dedication to sustainable advancements and innovation. The winner of the award will receive a prize of 20,000 euros, as well as a partnership with Zalando in developing an exclusive capsule collection. The collection will contribute to the sustainability conversation by exploring sustainability solutions in design across materials, production processes, technological solutions and traceability. To further support the winning the brand in their business growth, Zalando will make a broad selection of the showcased collection available to its more than 45 million customers across 23 European markets.

 

Life Cycle Assessment (LCA): 

Life cycle assessment is a methodology for assessing environmental impacts associated with all stages of the life cycle of a commercial product, process or service.