Love it and make it last

Cherish Waste is a collection about making the most of fashion. It’s an ode to the feeling of love and to the care we take when we really value something. Discover a new world of style, in the form of fashion designed with circularity in mind. Launching online and in selected stores from 21 April.

When we love something, we want to make it last. For the latest instalment of our Innovation Stories, our design team explored the many forms that adoration can take. Using the latest technical innovations, we brought love to life in vivid colours, glorious textures and bold silhouettes.

This collection is about feeling good – dedicated to expressing yourself and celebrating who you are and what you care about.