Mara Hoffman’s The Dress That Changes Everything made using Circ Lyocell from textile waste

Sustainable luxury designer Mara Hoffman has released her first dress design using Circ Lyocell, a filament lyocell derived from 50% recycled textile waste.

Dubbed The Dress that Changes Everything, this collaboration marks the first time Circ Lyocell is being used in the luxury market. Hoffman has also announced her commitment to transitioning from virgin lyocell to Circ Lyocell in her collections over the next three years.

The dress features a note from Hoffman on a special sewn in label created by Circ investor Avery Dennison.

The Digital Care Label, powered by atma.io connected product cloud, is made of cutting scrap from the dress and contains a QR code individuals can scan to learn about the making of the dress, including its waste footprint.

Through the Digital Care Label, Mara Hoffman encourages dress owners to return the garment to the brand's retail store so that it can be sent back to Circ for recycling after its use.

"In 2015, we made a commitment to make sustainability our framework, and part of that journey has been to connect with like-minded people and organisations," says Hoffman.

“We first met Circ over five years ago, and to finally get to work with their lyocell, a feat of passion, science, and technology, was amazing. The fabric, which looks and feels like silk, inspired us to want to highlight the duality of the innovation with a more formal design.”

“Our hope is that this collaboration will generate awareness and inspire other brands to make similar commitments to Circ's fiber so we can build a circular fashion industry."

"We've said for years, 'we have all the clothing we need to make all the clothing we'll ever need,' so this dress, and Mara Hoffman's commitment to converting to Circ Lyocell from recycled textile waste, feels like a deeply significant milestone in the journey towards true circularity," says Peter Majeranowski, CEO at Circ.

"Mara's seal of approval helped to initially elevate lyocell and place it on the map for others in the luxury market. Offtake commitments are what innovators need to move the needle, so as we move forward and take on new partners, there is special alignment in being able to say, 'it began with Mara.'" 

“We are excited to be working with leaders like Mara Hoffman and Circ. Avery Dennison believes in the power of digital IDs to unlock traceability and circularity, and this partnership demonstrates that,” says Mike Colarossi, Vice President, Innovation, Product Line Management and Sustainability, Apparel Solutions, Avery Dennison.

“It’s going to take partnerships with courageous brands like Mara Hoffman and investments in recycling technologies like Circ that are going to help the apparel industry tackle some of its most challenging issues around traceability and waste.”

“Avery Dennison is committed to acting as a positive force in accelerating the industry towards a more sustainable future, and we look forward to continuing our collaboration with our customers and partners to advance their sustainability journeys."