Avavav and OnceMore® took the next step in their creative exchange as four new styles debuted for AW26 during a presentation at Milan Fashion Week this past weekend.
The second phase of the collaboration showcased how innovative materials and contemporary design come together in practice. Following the success of SS26, the partners introduced four new shirt styles developed with fabrics created from blended textile waste and renewable wood sourced from responsibly managed Swedish forests.
The fabrics were crafted by New Focus Textiles, a OnceMore Together® partner, in close collaboration with Avavav – a demonstration of how creativity and material innovation can work hand in hand to reshape the future of fashion.
Impact in numbers
- Each shirt fabric contains up to 50% recycled textile fibers, reducing dependency on virgin materials.
- The OnceMore® process has already diverted thousands of tons of blended textile waste from landfill and incineration.
- Compared to conventional viscose production, OnceMore® pulp can cut CO₂ emissions by up to 30% and significantly reduce water use (based on Higg MSI benchmarks).
As a young brand, access to innovative and more sustainable materials often comes with challenges – from higher costs to minimum volumes. With the backing of OnceMore®, Avavav has been able to work with these fabrics in several of its core styles and continue pushing its creative vision with more responsible material choices, said creative director Beate Skonare Karlsson following the presentation.
Avavav’s AW26 collection showcased these pioneering fabrics across select pieces, including the brand’s iconic cutout ribcage button-up shirt – demonstrating that luxury fashion can embrace new textile solutions without compromise.
“Through this creative exchange, we want to make a bold statement: viscose – even viscose made with textile waste – belongs in high-fashion pieces without compromise. Design and quality can thrive alongside innovation. Working with Avavav is an honor because they don’t just embrace this vision, they bring it to life and show that the possibilities are endless,” said Ida Fager Stark, Communication Manager, OnceMore®.
The joint initiative was showcased during Milan Fashion Week this past weekend, receiving strong interest from both press and industry stakeholders.
About OnceMore®
OnceMore® produces high-quality dissolving pulp made of blended textile waste and wood from sustainably managed Swedish forests. It is the world’s first large-scale process for recycling blended fabrics and one solution to circularity for MMCF products. OnceMore® is a part of Södra, Sweden’s largest forest owners’ association, which has a world leading industry that processes forest raw material into renewable products.
About Avavav
Avavav is a creative-driven designer brand shaped by the contrasts of modern culture, seen through the female gaze. The brand is committed to building an ecosystem rooted in unique design, strong identity, and distinctive storytelling. Under the creative direction of Beate Skonare Karlsson, its vision is defined by creative independence and a continuous exploration of form, proportion, and silhouette.
Södra’s Pressroom
+46 (0)470 – 890 90
press@sodra.com
Södra was founded in 1938 on the idea that we are stronger together. We are now the largest forest-owner association in Sweden, with more than 50,000 family forest owners as members. Together, the members of Södra own a world-leading industrial operation that processes forest raw material into renewable products such as pulp, timber, building systems, energy and biochemicals. About 3,400 people are employed in our forest industry and in 2024, Södra generated sales of SEK 29billion. Our products are exported all over the world and together, we are contributing to a more natural way of living. Rooted in the forest, we grow the future.
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