The Yamamay Reloaded case study: Upcycling and Shared Value in support of the Italian Fashion System

Abstract

This study analyses the design methodology adopted in the Yamamay Reloaded project, developed by the University XXX XXX XXX XXX in collaboration with the social tailoring company Prism S.r.l. and the Yamamay brand (Inticom S.p.A.). The project integrates upcycling practices applied to unsold garments from the fast fashion sector with principles of sustainable development and design strategies geared towards the responsible disposal and reuse of textile products destined for disposal, in relation to the sustainable and digital transitions that are affecting the Italian fashion system.

The article presents the project as a case study, highlighting the synergy between academic institution, social enterprise and business, and demonstrating how a model of co-creation of value can generate shared benefits and promote the acquisition of skills among all the actors involved. Through an analysis of the methodology applied to the development of the collections, the contribution discusses the emerging role of the fashion designer within collaborative and circular processes, placing the Yamamay Reloaded experience within the theoretical and design framework of the PRIN ResHaping Made in ITAly (RHITA) project.