Autumn/Winter Collection 2021: bonprix uses more than 80 per cent sustainable materials

The new women's collection for autumn and winter 2021/22 clearly demonstrates the international fashion brand's focus on developing a completely sustainable business model: over 80 per cent of the outer materials used are sustainable, resulting in a 40 per cent reduction in CO2 emissions at the raw material level. ¹ The company also focuses on communicating about sustainable production and materials via its various touchpoints in order to raise awareness and enthusiasm for sustainable fashion among its customers.

With its ambitious CR strategy ‘positive choice’, bonprix published far-reaching sustainability goals in May this year and has since implemented a number of important measures. By 2030, the company aims to offer exclusively sustainable products from a supply chain that is completely transparent, right down to fibre production. The company will also be climate-neutral by then.

"Our key goals for 2030 can only be achieved because we as a brand have decided that sustainability is part of our brand essence. We are setting an important milestone on the way there with our current autumn/winter collection and would like to invite our customers to join us step by step under the motto “One step better – because every step counts”," explains Stefanie Sumfleth, Head of Corporate Responsibility & Technical Product at bonprix.

Sustainable autumn/winter collection

bonprix has primarily used sustainable materials for its current autumn/winter styles. The focus is on recycled materials such as recycled cotton and recycled polyester. However, certified organic cotton, Cotton made in Africa certified cotton and sustainable viscose fibres from certified sources are also used. Because these fibres are produced in a much more climate-friendly way than conventional fibres, over 40 per cent of CO2 emissions at the raw material level have been saved. In 2022, bonprix will continue to expand its range of sustainable styles, which are labelled as ‘Sustainable Products’.

Progress in recyclability, shipping and packaging

In addition to using sustainable fibres, bonprix is working to make its products more durable and easier to recycle. The company is convinced that circularity, i.e. a circular economy, is the key to an environmentally friendly and resource-efficient fashion industry. To this end, bonprix is developing its own circular design principles to ensure that products are designed from the outset to be optimised for the circular economy and can be recycled. The first Cradle to Cradle Certified™ products have already been presented, and their share of the range is to be continuously expanded.

Customers can experience and understand sustainable fashion

The path to greater sustainability can only be achieved together with customers, which is why the company places a special focus on sustainability communication across all touchpoints. A sustainability week at the bonprix store in Hamburg city centre will give customers and interested parties live insights into what sustainable fashion is all about: from 18 to 22 October 2021, the sustainable autumn/winter collection will be presented there in a special atmosphere. Interesting facts about sustainable materials and sustainability goals will place the collection in the context of bonprix's CR strategy.

In a live shopping event on 21 October at 7 p.m., the collection will also be presented digitally via the bonprix live shopping channel. Experts and influencers will jointly explain the sustainability and trend aspects of selected styles. A national influencer campaign will accompany the sustainability week with wide reach on social media platforms such as Instagram.

‘At bonprix, we love fashion just as much as our customers do. And we want bonprix products to feel good in every way – today and in the future, that also means that they are manufactured in an environmentally and socially responsible manner,’ explains Rien Jansen, Managing Director of Purchasing, Marketing and Retail at bonprix Handelsgesellschaft and responsible for the corporate responsibility strategy, while also offering a further outlook: ‘With the new autumn/winter collection, we have taken a decisive step towards a sustainable fashion industry as the “new normal” and will continue to focus on developing our business activities in all areas to be increasingly sustainable in 2022.’

¹ Calculation for the DOB collection (women's outerwear) with campaign and sales launch on 30 September 2021.