From Waste to Wealth: Redefining Prosperity in Fashion

The fashion industry is under increasing pressure to reconcile economic growth with environmental responsibility. This paper examines the 2024 Tanween Sustainable Fashion Challenge, organized by Ithra and supported by Vanina as the knowledge partner, as a case study for advancing regenerative practices in the sector. The challenge invited designers to transform undervalued local materials into luxury fashion items, using a framework rooted in the quintuple helix model to facilitate collaboration among industry, academia, government, society, and environmental stakeholders. The six-day design challenge employed agile methodologies, integrating charrette and sprint formats to enable rapid prototyping and interdisciplinary teamwork. Participants developed innovative material processes, linking ecological responsibility with cultural heritage. In the post-challenge phase, an extended network of expertise and collective intelligence was mobilized to support the winning proposal, ensuring its progression from concept to prototype through advanced material development. This paper explores the challenge’s structure, its hybrid models for fostering innovation, and its integration of cultural dimensions. By embedding global expertise into local contexts, the initiative demonstrates how collective intelligence, cross-sectoral partnerships, and a glocal approach can redefine prosperity. It positions fashion not only as a tool for ecological stewardship and sustainable development but also as a medium for cultural engagement and systemic transformation in the pursuit of regenerative practices.