Julia Moisand Égéa

Sustainable circular economy with H&M Foundation 


Every year, the non-profit H&M Foundation invites innovators to participate in the Global Change Award, an early-stage innovation challenge to increase sustainability and promote circular economy in the fashion industries. The Global Change Award aims to protect our planet and living conditions by accelerating the shift from a linear to a circular fashion industry.

The call for applications for Global Change Award 2018 is out, and this year there are three categories in order to encourage ideas with an even broader scope than last year: “Climate positive,” “Digitalization” and “Waste.” Submissions for the 2018 edition will be accepted until October 31.

Last year, Fjord Copenhagen teamed up with the H&M Foundation to host a rapid innovation workshop in connection with the award – the perfect initiative to get hands-on and partner with H&M Foundation to focus on the circular economy.

We supported the initiative to help catalyze early innovations that can accelerate the shift from a linear to a circular fashion industry, by hosting an ideation workshop for the Copenhagen community to help boost the participants’ creativity.

One of our ambitions at Fjord Copenhagen is to bring value to the world whenever we can. In this case, we supported the participants to think bigger and make their ideas become tangible. We helped H&M Foundation share its initiative, create discussions around the topic, and form new relationships between people interested in the issue.

To do so, we used the rapid innovation framework that allows participants to ideate based on current trends and desirable future experiences, using our Living Services thinking as a motor for inspiration. Rapid Innovation is a Fjord methodology that at its breadth involves continuous questioning, testing and building – from the very beginning of the thinking process – so we can test assumptions and make the decisions a lot quicker. For this workshop, we especially utilized the Rapid Innovation workshop format to help participants go from high-level ideas to detailed concepts quickly.

To get the participants started, we kicked off with an introduction to Living Services and brainstormed in groups how we might see this come to life. We then connected it to fashion industry trends and ideated on how Living Services can infuse the circular economy movement in a way that will make users see the value of participating in a more sustainable system while having desirable experiences.

Apart from a share in a €1 million grant, the five winners also got access to a one-year innovation accelerator program provided by the H&M Foundation, Accenture and the KTH Royal Institute of Technology in Stockholm. The aim is to speed up the development of their innovations and maximize the impact on the industry. Apart from proving coaching throughout the year, three boot camps are organized at different places in the world to provide skill building and network opportunities for the teams. For the first week in Stockholm Fjord Stockholm facilitated a meet-up at the Fjord Stockholm studio, where they introduced design thinking and tools such as empathy mapping to be used for the team to keep a user-centric focus around the development of their ideas.

This week, the second boot camp week took place in Milan, organized by Accenture. Apart from providing coaching sessions for the teams alongside our Accenture colleagues, Fjord Stockholm presented our view on how to successfully build a brand with purpose. They also hosted a session in the Fjord Milan studio around the business model canvas, challenging the teams to apply this on their own business ideas in order to add value to the users and to the market. Using different storytelling techniques, the teams were also encouraged to pitch their ideas in new ways-such as acting out and using lego. All this as important preparations for meeting potential future customers within the fashion industry in Milan at the end of the week

At Fjord, we’re excited to support the H&M Foundation on this path to making the fashion industry more circular and sustainable.

Julia Moisand Égéa

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