Sustainable fashion continues to gain momentum, and this year’s Challenge the Fabric (CTF) Award has reaffirmed that innovation, craftsmanship, and environmental responsibility can go hand in hand. Held in Milan, one of the world’s fashion capitals, the 2025 edition of the CTF competition crowned Petra Fagerström as its winner — a young designer whose vision for the future of fashion is as technically impressive as it is ethically grounded.
A graduate of Central Saint Martins, Fagerström is already making waves in the industry. Her winning designs included a beautifully structured skirt and coat, both showcasing her signature lenticular pleating technique — an innovative approach to texture and movement in textiles. But what set her work apart in this competition was not only the aesthetic but the materials she chose to use. Fagerström crafted the pieces using Sappi Verve jersey and Ecocell™ twill — both cutting-edge fabrics derived from sustainably managed resources and designed for circularity.
The Challenge the Fabric Award, supported by the Swedish Fashion Council and industry leaders such as Södra and Ekman Group, champions designers who incorporate responsibly sourced man-made cellulosic fibres (MMCFs) into their work. It’s a platform that nurtures forward-thinking creativity while actively promoting a shift away from resource-heavy natural fibres and synthetic materials derived from fossil fuels.
Fagerström’s designs not only impressed the judges but also caught the attention of influential fashion retailers, including Dover Street Market and 10 Corso Como, signalling a promising future for her namesake label. With the €10,000 prize money, she plans to expand her studio and produce her first small-scale collection — an exciting next step for a designer already being recognised for both her artistry and her values.
Her win sends a strong message: the next generation of fashion talent is ready to lead with purpose. As the industry faces increasing scrutiny over its environmental impact, competitions like CTF offer a vital platform for designers committed to doing things differently. Petra Fagerström’s work proves that innovation doesn't have to come at the expense of the planet — and that sustainability can be at the very heart of high fashion.
If this is the future, we’re ready for it.