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The TENCEL™ brand knows how vital the younger generation is for the future of our planet, so we started a project for, and with them, called BEDifferent. We asked talented design students from top European universities, such as Nuova Accademia di Belle Arti Milano, University of the Arts London, and Aalto University Finland to create a bedding collection that respects the environment using TENCEL™ x REFIBRA™ fibers. Once the students were introduced to the TENCEL™ brand and our sustainable fiber offerings, they only had one brief: get creative and design a collection that expresses the future of bed linen!
We chose, Heimtextil, the biggest international trade fair for home and contract textiles, to announce the three winners who were selected for their creative designs in bed linen, sheets, bedspreads and decorative pillows. The winning students saw their designs go into production and come to life, giving them the chance to share how they view sustainable fibers with the public. Alongside encouraging today’s youth to think about the environment, we wanted to inspire home textile producers to consider the future of their bedding concepts with sustainability front of mind; the BEDifferent campaign was a great way to do that.
Our three winners were clearly impassioned by the project and the TENCEL™ brand team were equally inspired by the creations. Ebru Bayramoglu, Head of Global Business Development Home and Interiors for Lenzing AG said, “Innovative thinking minds created TENCEL™ x REFIBRA™ fibers. Young and creative thinking minds created the BEDifferent collection. We hope you will like them as much as our inspiration level from the younger generation’s way of thinking during the entire process”.
One of our winners, Juliene Quaglio called her collection "Oh My Gaia". She applied the principles of ecopsychology using a green and brown color palette to show the interdependence between people and nature, saying of her collection, “I believe it is necessary to create empathy between human beings and the environment because we are not separated, isolated beings but part of the great myth of creation!".
"Oh My Gaia"
Cecilia Ceccherini created her "Deep Dream" collection, inspired by geological maps and the archaeological finds of primitive cultures. Cecilia says, "We could start working on sustainable solutions with the help of Mother Earth, both materially and visually.”
Our final winner, Minttumeri Hirsimaa was inspired by archipelago landscapes and flowers for her collection "Dreamworld". Her prints were hand drawn using a mixture of vivid and relaxing colors. Minttumeri says, "Nature has always been a source of happiness for me, a place where I find peace and quiet. The result was a collection of beautiful landscapes and colorful flowers from my homeland."
While the BEDifferent collections are not for sale, the TENCEL™ brand hope this insight into how the young generation see the environment around them, will be inspiration for this, and future generations, towards a sustainable future.