Meet the 7 designers competing for sustainable fashion’s top prize

This year marks the fifth edition of the sustainable fashion awards Challenge The Fabric, hosted by the Ekman Group and organised by the Swedish Fashion Council. Its goal? ‘To promote innovation and challenge the fashion system by encouraging a switch to biobased and/or recycled materials.’

Each finalist is invited to create one look using made-man cellulose fibres (MMCF). The looks will be presented from May 13-14 in Milan, before one winner is crowned, taking home the grand prize of $10,000.

On 2025’s lineup, the seven designers nominated are Fashion East alumni Louther and Nuba, CSM grads Oscar Ouyang and Petra Fagerström, Paris-based Shan Huq, plus New York labels Women’s History Museum and Zoe Gustavia Anna Whalen. Last year it was London’s own Yaku Stapleton who took home the award.

As for the judging panel, this year’s jury consists of Sweden’s Ellen Hodakova Larsson – who won the 2024 LVMH Prize – as well as Diesel’s Andrea Rosso, Kering’s sustainable innovation manager Riccardo Turrisi, director of the emerging brands initiative at FHCM Serge Carreira, plus many other big names in sustainable fashion.

The award also cleverly nurtures relationships between the finalists and potential sustainable partners, becoming a matchmaker by pairing up the emerging designers with natural textile companies. The final looks are then judged on creativity and innovation.