Genaro Rivas Named UK’s Rising Star in Circular Fashion by Visa’s ‘Recycle the Runway’ Initiative
London-based Peruvian fashion designer Genaro Rivas has been named the overall winner of Visa’s ‘Recycle the Runway’ competition, an initiative championing the next generation of circular fashion talent in the UK. The accolade comes with a share of a £20,000 prize fund and ongoing mentorship from industry leaders, recognizing Rivas’s innovative approach to circularity, ethical sourcing, and creative excellence. This achievement marks a significant milestone in Rivas’s journey to fuse Peru’s rich textile heritage with contemporary London design, while advancing sustainable and purpose-driven fashion.
Visa’s ‘Recycle the Runway’: Championing Circular Fashion Innovation
Visa’s ‘Recycle the Runway’ is part of the company’s broader Young Creators series, designed to spotlight emerging designers committed to circular business models such as resale, rental, repair, and refill. The initiative supports the transition to recommerce in fashion, providing creators with visibility, resources, and mentorship to grow sustainable businesses.
The competition attracted applicants from across the UK, all demonstrating strong dedication to circular fashion practices. Following a rigorous selection process, six emerging talents were chosen to showcase their visions on the runway in a high-profile event held in Central London on 22 May 2025.
The judging panel included representatives from prestigious institutions and organizations such as London College of Fashion (UAL), British Fashion Council, Vogue Business, Ellen MacArthur Foundation, Visa, and artist Sophie Tea, underscoring the competition’s credibility and industry significance.
Genaro Rivas: A Rising Star Bridging Heritage and Innovation
Genaro Rivas’s signature brand was celebrated for its bold fusion of Peru’s traditional textile craftsmanship with modern London aesthetics. His work embodies a commitment to circularity, ethical sourcing, and creative innovation, making him a standout winner among the cohort.
Rivas, who holds a Master’s degree in Fashion Entrepreneurship and Innovation from London College of Fashion, is known for pioneering sustainable and inclusive practices. He notably created the first 3D-printed dress in Peru and Latin America and was the first Peruvian designer to present at London Fashion Week, earning recognition from Forbes as one of Peru’s top 50 creatives.
His approach is deeply collaborative and socially conscious, having worked extensively with artisan communities both in Peru and London. Rivas’s previous projects include ‘Tejedores por la Esperanza’ (Knitters of Hope), which supported Peruvian artisans, and his AW24 London Fashion Week collection that engaged over 100 East London craftsmen. These efforts reflect his belief in fashion as a tool for positive social impact and economic revitalization.
Statements from Genaro Rivas and Industry Leaders
Rivas expressed his enthusiasm about the recognition and opportunity:
“It has been such an incredible experience from being selected as a finalist to showcasing my work at the event. I’ve learned so much already and I’m excited to continue growing my small business with the support and mentorship that comes with this opportunity.”
“Being recognised in this way has provided me with real confidence to achieve my vision of giving fashion a purpose, and I can’t wait to see where it leads!”
Artist and social media influencer Sophie Tea, who also served as a judge, praised Rivas’s unique blend of self-expression and purpose-driven design:
“What’s so exciting about Recycle the Runway is how Genaro Rivas is blending bold self-expression with purpose-driven design.”
“As someone who built a business through the support of digital platforms and community, I know how far the right visibility can go and I’m thrilled to be part of something that’s backing the next wave of creators and entrepreneurs shaping fashion’s future.”
Katherine Brown, Visa Europe’s VP Head of Social Impact & Sustainability, highlighted the competition’s role in nurturing emerging talent:
“Recycle the Runway embodies our commitment to support the next generation of creators and small business owners, helping them gain the visibility, tools, and confidence to grow.”
“Through the Visa Young Creators series, we’re proud to back emerging talent as they grow their businesses and real-world impact.”
“These six winners, including our grand prize winner, Genaro Rivas, reflect the innovation and drive that will shape the future of fashion and beyond.”
Other Winners and the Broader Impact
Alongside Genaro Rivas, five other designers—Gbadebo, Fanfare Label, Marinava, Sondor, and Been—were recognized for their contributions to circular fashion. FingsbyFloss received an Honourable Mention and will also benefit from expert mentorship, underscoring Visa’s commitment to fostering a diverse range of sustainable fashion entrepreneurs.
The competition’s focus on circularity aligns with growing industry trends emphasizing sustainability, ethical production, and innovation. By supporting designers who embrace circular business models, Visa aims to accelerate the shift toward a more responsible and regenerative fashion ecosystem.
Genaro Rivas’s Vision for Sustainable Fashion
Rivas’s work is distinguished by its integration of traditional Peruvian materials—such as alpaca wool—and contemporary techniques, including 3D printing and innovative design methodologies. His collections are not only fashion statements but also vehicles for social empowerment, economic development, and environmental stewardship.
He advocates for fair wages and ethical collaborations between artisans and designers, a commitment reflected in his academic research and professional projects. His goal is to elevate Peruvian fashion on the global stage while fostering a collaborative environment that benefits marginalized communities.
By winning Visa’s ‘Recycle the Runway,’ Rivas gains not only financial support but also access to mentorship and industry networks that will help scale his impact and inspire a new generation of sustainable fashion entrepreneurs.
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