Hella Lynggaard, Circular Fashion Specialist


As the Circular Fashion Specialist at the Circular Economy Club, Hella Lynggaard helps shaping the direction of a wide range of circular and sustainable fashion topics.

Hella is a freelance Sustainable Fashion Expert & Writer. She recently moved to London from Denmark, where she worked in the Sustainability Department of JACK & JONES.

Languages: Danish (native), English (fluent), German (conversational)

Hella’s master thesis was about how fast fashion companies can work with sustainability and has worked in the industry applying best practices. She shares her insights on her blog TheNewFashionNorm and is looking forward to meeting like-minded individuals in London.

Circular Fashion strengths

Raw materials / Design for Circularity / Communication

Hella Lynggaard tells CEC about her background

“I’ve always loved fashion and the stories we tell through the clothes we wear, but I was also sure the fashion industry was not for me, so I studied Anthropology & Design, which lead to a Master in Design Management. During my master’s I began researching sustainable fashion and realised this was a side of the industry that actually aligned with my values. I studied a semester at ESMOD Berlin’s Master’s Degree in sustainable fashion and wrote my thesis in collaboration with JACK & JONES, a large men’s wear company in Denmark. My thesis was about how fast fashion companies can work with sustainability.

After finishing my master’s I worked in the sustainability department at JACK & JONES. I was part of developing and driving the overall sustainability strategy, but mainly focused on the sustainability communication as well as developing and implementing our more sustainable raw materials strategy. As part of this, I created an internal training programme on sustainability to engage everyone from buyers and designers, to sales and marketing people. As I have recently relocated to London with my fiancé, I am now focusing on building a network here, writing on my blog www.thenewfashionnorm.com, and getting involved in anything related to sustainability and fashion. I want to create positive change in the fashion industry and am constantly looking for opportunities to do so.”


 Your greatest tip for a circular fashion startup:

Always think about what’s next for your product – design it with the end in mind. If your product is a service, you’re already ahead.

Hobbies: Yoga, running, sewing, discovering the best coffee and Eggs Florentine in London and travelling the world.

Linkedin profile: Hella Lynggaard

Find out about her website: TheNewFashionNorm

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