Virtual London Fashion Week: The Re-Love Project by Teatum Jones

The pandemic has caused widespread disruption for the fashion industry, with orders being cancelled, collections being postponed and little information as to when the usual state of play will resume. In the face of these difficulties, Teatum Jones decided to look critically at the ‘normal’ fashion business model and what our roles as humans should be for the future of our planet. It was here the London Fashion Week Re-Love project was born.

For Teatum Jones, “Re-Love” is a zero-waste mentality. It’s about moving away from creating everything ‘new’ and instead focusing their efforts on developing bold, beautiful, sustainable and ethical products. With this in mind, designers Rob Jones and Catherine Teatum decided to work with deadstock fabrics— resurrecting their stunning archive of prints and textiles. As part of the project, they invited activists and fashion insiders to explain what the idea of “Re-Love” meant to them and to style a Teatum Jones piece with sentimental items from their own wardrobe. From Kelly Knox, Jamie Windust, Caryn Franklin and Vanessa Kingori to Fashion Roundtable’s CEO Tamara Cincik and editor Lottie Jackson, the project brought together a diversity of voices to discuss their vision for a more ethical fashion industry.

“To Re-Love is to see clothes not as a physical garment, but as a memory that can be rewritten time and time again.” says Lottie Jackson. “By treasuring old items in our wardrobe and styling them in new, unexpected ways, we can evoke the past and redefine the future… Fashion could be reaching a turning point where empathy and ethical values are prized above all else. Just as we have witnessed throughout the pandemic, the fashion industry must continue to emerge as a space of unity not division.”

The Re-Love campaign film streamed live on Saturday as part of the new digital London Fashion Week schedule. You can catch up via the video link below.