Involving three courses from the fashion department in a three-week project — Fashion Communication and Promotion, Knitwear and Print — the students formed groups and were allocated a Kering brand each. The brief was to propose a new line or collection for the respective brands, under the banner of sustainability. Sustainability finally seems to be penetrating the halls of both the corporate fashion industry and the educational institutions these days, with a new focus on transparent supply chains and a somewhat environment-friendly production (see our own growing archive of writing on fashion substantiality here). It seems obvious that sustainable production shouldn’t be some philanthropic turn in one’s mid-career, but rather an integral element of the design process that requires a lot of innovative thinking and some self-critique. “I think the sustainability-aspect of what Kering is working towards with their brands was rather helpful, as well as a hurdle at times,” one student reflected in retrospect of the project: it’s all about creative problem-solving. Here, we look at three of the re-imagined brands: Balenciaga, Alexander McQueen and Gucci.