From Waste to Statement Piece: A Unique Zero-Waste Approach in Romanian Fashion

The project, selected from hundreds of applications across Europe, proposes an innovative technique called waste-to-embroidery. This method transforms textile scraps into embroideries that become the central element of new creations. The Zero Waste Capsule Collection was recognised as one of the 69 innovation and sustainability projects from 25 countries that are redefining the future of European creative industries.

"Through this capsule collection, we aim to show that Zero Waste pieces can be elegant, with timeless design — pieces worth investing in and having in your wardrobe," explains designer Alina Cernatescu.

"Our 'waste-to-embroidery' technique transforms a common item into a statement piece, proving that sustainability and elegance can perfectly coexist. Year after year, I hope we succeed in making sustainability a synonim for refinement."

Strategic Romania-Greece Partnership for the Future of Sustainable Fashion

The project is being developed in partnership with IFANSI, a Greek company with over 20 years of experience in providing premium and certified sustainable textiles. Within this partnership, Alina Cernatescu will ensure the creation and production of the collection, while Ifansi will provide consultation and supply the necessary sustainable fabrics. This cross-border collaboration unites the design expertise of the Romanian brand with innovative materials provided by the Greek partner.

The path to European recognition was not easy. The WORTH Partnership Project selection process took place in three rigorous stages, over the course of 4 months, evaluating not only the sustainability of the concept but also the team's ability to transform ideas into marketable products.

"Since 2015, when we launched the brand, sustainability has been part of our DNA, at a time when this concept was not yet in fashion," says Elena Cernatescu, CEO & Co-founder of Alina Cernatescu.

"We started with limited series and the made-to-order options. Gradually, we introduced more sustainable fabrics, the On Demand system, and returnable packaging. This award validates the direction we believed in straight from the beginning."

Launch at Milan Design Week 2025

One of the most important parts of the WORTH Partnership Project grant is the opportunity to present the Zero Waste prototype at Milan Design Week 2025, an event that brings together over 400,000 professionals from creative industries worldwide.

Milan Design Week represents the most important design exhibition globally, being a hub of innovation and creativity with a tradition of over 60 years. The presence of the Alina Cernatescu brand in this context will place Romania on the global map of sustainable design and will open significant opportunities for international partnerships.

"Presenting our prototype at Milan Design Week represents a strategic step in the international expansion of the brand," states Elena Cernatescu. "This platform allows us to demonstrate to a global audience that sustainability made in Romania can successfully compete in international luxury and design markets. We will have the opportunity to interact directly with potential retail partners, sustainability specialists, and international press."

The prototype presented in Milan will later be developed into a capsule collection that will be available to consumers starting May 2025, both through our own sales channels and through partner retailers.

Based on the grant received, Alina Cernatesu and Ifansi also benefit from: financial support for collection development, a specialized mentoring program, and legal support for intellectual property rights registration.

Alina Cernatescu is a Romanian designer brand founded in 2015 by sisters Alina Cernatescu and Elena Cernatescu. The brand has been an advocate for sustainability through several initiatives, being the first Romanian designer to introduce returnable packaging in 2021 and the on-demand system in 2022. All products are manufactured in Romania.