MA Fashion Students Collaborate with Paul Smith on Live Circularity Challenge
Students from MA Fashion Marketing, MA International Fashion Management, MA Luxury Fashion Brand Management, and MA Fashion Communications recently took part in an exciting interdisciplinary live industry project with iconic British fashion brand Paul Smith.
Published on 3 August 2026
Categories: Current students; School of Art & Design;
Working in cross-course teams, students were challenged to respond to a real-world sustainability brief developed by Paul Smith. The project focused on one of the brand's most recognisable product categories, socks, and explored how they could be redesigned to become fully recyclable while maintaining the quality, comfort, creativity, and distinctive character associated with the Paul Smith brand. The brief encouraged students to think beyond product design, considering material innovation, supply chains, packaging, branding, communication strategies, and end-of-life consumer engagement within a circular economy framework.
The project was delivered in collaboration with Chloe Hawlins, Sustainability Analyst at Paul Smith and a graduate of NTU's MA Luxury Fashion Brand Management course. Throughout the project, students had the opportunity to engage directly with industry challenges that Paul Smith is actively investigating as part of its wider sustainability ambitions. The experience provided valuable insight into the complexities of circular fashion innovation and the realities of implementing sustainable change within a global fashion business.
Following the submission of proposals, four finalist teams were selected and invited to present their ideas at Paul Smith's headquarters. Presenting within a professional industry setting offered students an invaluable opportunity to showcase their creativity, strategic thinking, and problem-solving skills directly to industry professionals.
After a highly competitive final, the winning team was announced as:
- Ilsa Zia
- Kaustav De
- Jillian Pinto
Their proposal was recognised as the strongest response to the brief, demonstrating both innovative thinking and a clear understanding of the commercial and sustainability challenges facing the fashion industry. Each team member received a £150 Paul Smith voucher and will benefit from a mentoring opportunity with Chloe Hawlins.
The visit concluded with an exclusive tour of the renowned Paul Smith Archive, providing students with a unique behind-the-scenes insight into the history, creativity, and heritage of one of Britain's most influential fashion brands.
The project represents the strength of industry collaboration within postgraduate education, enabling students to apply their knowledge to authentic business challenges while building valuable professional networks. Most importantly, it allowed students to contribute ideas to a sustainability initiative that Paul Smith is genuinely committed to exploring, demonstrating how emerging fashion professionals can play an important role in shaping the future of the industry.
Congratulations to all students who participated and special congratulations to the winning team on their outstanding achievement.