Maximilian Raynor has been declared the winner of the UK Shortlist Jury 2025 for India’s R|Elan Circular Design Challenge (CDC).
Originating in India the CDC Award is a global activation aimed at empowering young fashion designers and entrepreneurs to showcase their circular innovations. With a focus on nurturing environmental champions, the platform promotes sustainable practices in the fashion and textile value chain. Through mentorship, market access and promotion, the program propels the next generation of leaders who are redefining the industry’s approach to circularity. This partnership demonstrates how industry, the fashion eco-system and multilateral organisations such as the UN can come together to effect catalytic change towards circularity and sustainable thinking.
Proudly presented by R|Elan, the next-generation fabric brand of Reliance Industries Limited (RIL), in partnership with the United Nations in India, the R|Elan Circular Design Challenge (CDC) is committed to reducing waste and fostering a greener, more sustainable future. The UK segment of CDC, held in collaboration with the British Council, aims to elevate eco-conscious creativity within the fashion industry on a global scale.
Maximilian Raynor: Starting the design process with experimental textiles, Raynor examines previous collections’ waste and explores ways to transform it into new fabric. Each collection is crafted entirely from deadstock luxury materials, as well as locally sourced British wool roll ends and vegan apple leather. The brand uses cutting techniques that reduce/ eliminate direct waste and aim to challenge the relentless pace of the typical fashion cycle. Approximately 50% of Maximilian Raynor’s revenue is from hires/ rentals.
Rakesh Bali, Senior Vice President and Head of Marketing at Reliance Industries Limited, present at the occasion in Milan, commented: “Congratulations to Maximilian Raynor on winning the UK Shortlist Jury 2025 of the R|Elan Circular Design Challenge. This platform, born in India and now global in its reach, reflects our deep commitment at Reliance to nurturing a new generation of changemakers—designers and entrepreneurs who are not only creative but also conscious. Through the Circular Design Challenge, we aim to foster innovation rooted in sustainability, waste reduction, and circularity. It’s heartening to see such incredible talent from across the world take up the mantle of building a greener fashion future. We are proud to support this movement that brings together industry, multilateral partners, and the design community to drive meaningful, lasting change.”
The UK Jury for the R|Elan Circular Design Challenge featured a panel of industry experts, including: Akanksha Kamath, Former Director and Fashion Features at Vogue India; Independent Fashion, Culture and Arts Editor & Content Consultant, Chelsea Franklin, Head of Advanced Concepts at PANGAIA, Muchaneta Ten Napel, Founder and CEO of Shape Innovate and Serva Davis, Director of Architecture, Design, and Fashion, British Council. The Jury reviewed the collection based on pre-determined evaluation criteria – including material & process innovation, LCA/closed-loop systems, energy efficiency, Social impact, UN SDGs and more.
This competition will culminate at the upcoming edition of Lakmé Fashion Week in partnership with the Fashion Design Council of India (FDCI) in October. Maximilian Raynor will join the winners of the EU, APAC, and India Jury Meets to participate in the finals, curating an international platform for sustainable fashion design talents worldwide. The winner of the R|Elan Circular Design Challenge (CDC) will be bestowed with a seed fund of GBP 14000, the CDC Trophy, and a 6-month bespoke mentorship with Orsola De Castro & the team at Estethica.. Additionally, they will earn the spotlight with a standalone showcase at Lakmé Fashion Week x FDCI in March 2025.
Martina Boero won the EU Jury Meet on Tuesday 24th June, the winners of the India and APAC Jury Meets will be announced in July 2025.
Serva Davis, Director of Architecture, Design, and Fashion, British Council, said, “The British Council Architecture Design and Fashion team is honoured to be working again as the UK partners on the Circular Design Challenge in partnership with the United Nations India. Over the last three years, the programme has gone from strength-to-strength in supporting and championing fashion and textile innovators to drive forward sustainable practice and enact real change in the fashion supply chain. I look forward to seeing what this year brings and how the designers and innovators demonstrate new thinking in circular design, social impact and scalability:”
Prior winners and runners up of the CDC prize include: Rkive City, Lafanni by Drishti Modi and Rashmick Bose, Without™, Filipe Fiallo, Pieux, Bandit. Paiwand, Malai, and I was A Sari. The Circular Design Challenge’s global reach is a milestone and a remarkable step towards a more sustainable and circular fashion industry.
