Back to projects


The relationship we have with our clothes has changed greatly over the last century, but arguably the most dramatic shift has taken place just within the last two decades. We have entered into an era of extreme production and consumption, many of us falling into a mindless cycle of acquiring and discarding garments instead of taking the time to truly value and use them.

Our physical and mental space has not been able to keep up with the increasing speed of our consumption habits and so it shouldn’t be surprising that what we are left with is a serious waste problem – one that affects communities, economies and environments all around the world. This problem doesn’t end with the physical waste that fails to biodegrade in our landfills but extends to the precious resources we use to make the garments we so easily discard – water, energy, labour, time, not to mention the money we spend on things we don’t really seem to value.

Clothes Well Lived is a project that sets out to challenge our perceptions of value. Together with London College of Fashion design and communication courses and H&M we ask – how can we kick-start a move from being a fashion throw-away culture to a fashion preservation culture?

The creative direction brief

CSF sets the brief for 70 Creative Direction students – using recycled garments deliver a window installation concept that challenges the public to think more deeply about the life and value of their clothes. Divided into 14 groups the students work collaboratively, and each group is assigned one of seven UK cities (London, Brighton, Birmingham, Leeds, Manchester, Edinburgh and Dublin) to research and develop communication ideas for. The question for each group – how can our window reflect the soul of the city and convey a meaningful sustainability story?

Window installations



The 14 groups present their installation concepts to a panel of LCF tutors, H&M and CSF representatives and 7 groups are chosen to have their visions realised and displayed in 7 H&M windows across London, Brighton, Birmingham, Leeds, Manchester, Edinburgh and Dublin.



Each group approached the brief differently, drawing upon place-based research that looked at heritage, architecture, or contemporary culture.  The sustainability concepts ranged from exploring specific issues such as water scarcity to imagining futures for our once loved clothes. You can see the synopsis of each window here.

Click the image to play

The 7 winning groups build their installations from recycled garments, which are then displayed in store Windows through out Fashion Recycling Week. This video shows footage of the Breathing Window, installed in the London store to challenge us all to think about the polluting impact of our actions. Made with 180 recycled garments, this installation could not have been made without the creative help of engineers from PCB Technical Solutions.



The project asks students to understand first hand the complexities and challenges we face as an industry and as a society and in return they show that they are the future creatives who will drive positive change.

CSF window

CSF designs a window installation for the H&M store in Bristol, EU Green Capital of 2015. Playfully referencing the seasonal sale campaign, the installation instead promotes a ‘save’ campaign. Artworks by local Bristol artist, Rob Wheeler and protest t-shirts highlight some of the UK’s own local wildlife now under threat. Representing the connection between how we live our lives and our environment, this installation asks the public to save carbon, save water, save your money and save your clothes.