Clothes swapping has become increasingly popular in recent years, as the appetite for dressing inexpensively and sustainably has boomed. But the practice has never before had such high-profile fashion industry approval.

Among the first to donate items were industry heavyweights including the sustainable fashion campaigner Livia Firth and Sarah Mower, a critic and British Fashion Council (BFC) ambassador. The swap shop is one of a number of sustainability initiatives unveiled this fashion week, as the industry continues to be targeted by environmentalists.

“It’s an experiment. It’s never been done before. It fits in with the way the world’s moving, towards experiences, rather than consuming,”

That said Patrick McDowell, a young designer presenting a “curated, evolving” collection made from donated pieces as part of the clothes swap, some of which will be decorated with upcycled Swarovski crystals.

One of the founders of Fashion Week, Lynne Franks, also chimed in, saying: “I believe now is the time for drastic change in how we do things. We’re in a different world, a world of emergency and there is a need for drastic action.”