As part of this year’s About You Fashion Week in Milan, the Perwoll brand, which belongs to the consumer goods group Henkel, presented its first exclusive capsule collection “Not New” on Saturday, September 24th.
Together with the stylist Stefanie Schwaiger, around 20 exclusive looks, reinterpreted exclusively from vintage and second-hand clothing, were created. “This year’s ‘Not New’ collection proves that existing, selected items of clothing also belong on the catwalk,” Perwoll said in a statement.
The capsule collection is part of Perwoll’s #RethinkFashion initiative, which has been promoting more sustainable behavior when it comes to clothing since 2018. For the brand, this means caring for clothes so that they look like new for a long time.
“Consciously shopping for fashion and constantly reinterpreting it shows how much Perwoll embodies the zeitgeist, especially today. The idea of #RethinkFashion is our brand promise, which has distinguished Perwoll from the very beginning,” comments Maren Lahm, Marketing Director Germany & Switzerland at Perwoll.
The campaign was also developed this year together with the communications agency TBWA in Düsseldorf and is supported by influencer Jana Heinisch and Tiktokerin LauraxLora, both of whom are committed to a more conscious approach to clothing and upcycling.
