In a groundbreaking move, the avant-garde eco-designers Vin + Omi will allow the public to purchase runway pieces for the very first time in their 24-year history. This exciting announcement, in collaboration with the British Heart Foundation, aims to merge fashion with sustainability and raise awareness about health issues. The much-anticipated collection, titled “JORD: Bring Back Nature,” will debut just ahead of London Fashion Week on 17 February and will be accessible via the charity’s platforms, with all proceeds supporting the vital work of the British Heart Foundation.
A New Era for Vin + Omi
Traditionally, Vin + Omi have refrained from engaging in retail, preferring to donate their creations to museums and galleries. This new initiative marks a significant departure from their established approach, driven in part by designer Omi’s personal health struggles. After suffering two heart attacks and learning that only 40% of his heart is functioning, Omi felt a profound need to create a project with a meaningful social impact.
“It was a bit of a shock,” Omi reflected, “to have two heart attacks consecutively a week after the other… and then to find out I actually have 60% of my heart damaged.” This life-altering experience has galvanized the designers to intertwine health awareness with their creative vision.
Fashion Meets Philanthropy
The innovative partnership involves upcycling garments sourced from British Heart Foundation charity shops, which Vin + Omi will then transform and return to the charity for resale. Starting from 18 February at 1pm, these unique pieces will first be available through the British Heart Foundation’s eBay store before making their way into select physical locations.
Vin articulated the vision behind this initiative, noting its resonance with younger generations who are increasingly engaged with sustainable fashion. “There’s a lot of kids that work with us; they shop in charity shops and thrift shops, and they’re really big on recycling,” he explained. The collection aims to bridge the gap between fashion and nature, showcasing plant-based textiles, recycled materials, and time-honoured techniques.
A Collection Rooted in Nature
The “JORD” collection will feature an array of garments made from unexpected materials, including holly, nettles, and recycled aluminium. Celebrities like Dame Prue Leith and journalist Dylan Jones will model these striking designs, which highlight society’s growing disconnect from the natural world. “I think what I was noticing was that we’re getting further and further into technology… and we really are losing nature,” Vin remarked.
A standout feature of this collection is a fabric derived from waste holly clippings sourced from the Sandringham Estate, developed in collaboration with King Charles III. The designers have made history by creating a wearable textile from holly, an idea sparked by conversations with the estate’s head gardener. Alongside this, garments are naturally dyed using beetroot, marigold, and mineral oxides, reinforcing their commitment to an eco-conscious design process.
Looking Ahead: A Vision for Sustainable Fashion
Omi emphasised the importance of accessibility in this new collection, which will feature silhouettes that are both wearable and true to the Vin + Omi aesthetic. “A lot of the suits, we went back to traditional tailoring methods and then reworked the fabric again to have a little bit more of the Vin + Omi DNA,” he noted.
This collaboration with the British Heart Foundation is just the beginning. Plans are underway to extend the initiative to UK universities, where students will redesign donated clothing as part of sustainable fashion programmes, further transforming charity shops into destinations for unique, high-quality fashion rather than merely necessity shopping.
In a delightful twist, even the shirts worn beneath the tailored suits are crafted from repurposed hotel sheets, showcasing the brand’s dedication to sustainability, down to the smallest detail. “So, Prue will be wearing hotel waste,” Vin quipped, highlighting the playful yet purposeful nature of their work.
Why it Matters
This initiative represents a significant shift in the fashion industry, challenging established norms about accessibility, sustainability, and health awareness. By merging fashion with philanthropy, Vin + Omi are not only providing unique, eco-friendly pieces to the public but are also sparking a vital conversation about health in the fashion world. As they pave the way for a more inclusive and environmentally conscious industry, their pioneering efforts could inspire a new generation of designers to engage with both style and social responsibility. The fusion of creativity and compassion in this project exemplifies how fashion can be a force for good, reinforcing the idea that what we wear can indeed make a difference.
