# Collaborative Fashion Brand Installations H&M is Collecting Recycled Apparel for Nuit Blanche 2017 By Ell Smith | Published 2017-07-11 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/nuit-blanche-2017 References: [facebook](https://www.facebook.com/events/1518551498388546/) & [kwest](http://www.kwest.tv/) In partnership with the City of Toronto, [H&M](https://www.trendhunter.com/trends/heron-preston-1) is asking customers and fans to [recycle their textiles](https://www.trendhunter.com/trends/closet-clearout-challenge) to aid in a Nuit Blanche 2017 exhibit headed by local artist Brian Leitch. This clothing brand sponsored collaboration encourages citizens to recycle their garments to any participating H&M location. The collected items will then be "sorted, re-used, recycled, or re-worn." H&M has committed itself to reducing its environmental impact, and hopes to collect 550,000 of recycled garments that would have otherwise ended up in a landfill. Leitch, who operates under the name 'KWEST' plans to re-purpose the collected garments to [create an installation](https://www.trendhunter.com/trends/reframe-installation) that places a sense of environmental responsibility onto the on-looker. Toronto's KWEST has remained a public figure for over 20 years and is best known for creating large graffiti murals and complicated sculptures throughout Canada. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 66% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Textile Recycling Trend:** As H&M prioritizes sustainability efforts, the trend towards textile recycling and repurposing gains traction. - **Collaborative Art Trend:** H&M's partnership with artist Brian Leitch to create art with recycled textiles highlights a trend of fashion industry collaborations with artists. - **Eco-consciousness Trend:** As companies seek to reduce their environmental impact, the trend towards eco-consciousness and sustainability in fashion continues to grow. ### Where This Applies - **Fashion Industry:** H&M's textile recycling initiative and collaboration with an artist demonstrates the potential for fashion brands to prioritize sustainability and collaboration to differentiate themselves in a crowded market. - **Art Industry:** The collaboration between H&M and artist Brian Leitch shows the potential for artists to work with fashion brands in creating environmentally-themed art installations. - **Sustainability Industry:** H&M's commitment to reducing environmental impact shows the potential for growth in the sustainability industry as more companies prioritize eco-consciousness in their practices and branding. ## Related on Trend Hunter - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Brand-Backed Sculptural Installations](https://www.trendhunter.com/trends/briony-douglas.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Multi-Sensory Art Experiences](https://www.trendhunter.com/trends/arcadia-earth-toronto-benjamin-von-wong.md) - [Mix-and-Match Aroma Installations](https://www.trendhunter.com/trends/hm-nolita-pop-up.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md)