London-Based Designer Genaro Rivas Crowned UK’s Rising Star in Circular Fashion
London-based Peruvian fashion designer Genaro Rivas has been named the UK’s rising star in circular fashion after winning Visa’s prestigious ‘Recycle the Runway’ competition. This accolade, part of Visa’s Young Creators series, celebrates emerging talent committed to sustainable and circular fashion practices. Rivas’s innovative blend of Peru’s rich textile heritage with contemporary London design, alongside his ethical sourcing and creative excellence, earned him the top prize and a share of a £20,000 fund, plus ongoing expert mentorship.
Visa’s ‘Recycle the Runway’: Spotlighting Circular Fashion Innovation
Visa launched ‘Recycle the Runway’ to support the next generation of circular fashion entrepreneurs in the UK, providing visibility, resources, and confidence to grow their businesses. This year’s competition attracted applicants nationwide, all demonstrating strong commitments to sustainability and circularity. After a rigorous selection process, six designers were chosen to showcase their visions on the runway, with Genaro Rivas taking the overall winner title.
The judging panel featured industry leaders from the London College of Fashion, British Fashion Council, Vogue Business, the Ellen MacArthur Foundation, and artist Sophie Tea, ensuring a high standard of evaluation focused on innovation and impact.
Genaro Rivas: A Fusion of Heritage and Innovation
Rivas’s signature brand is known for merging traditional Peruvian textiles and craftsmanship with modern, urban London aesthetics. He holds a Master’s degree in Fashion Entrepreneurship and Innovation from the London College of Fashion and is recognized for pioneering the first 3D-printed dress in Peru and Latin America.
His collections emphasize sustainability, community collaboration, and social responsibility, often involving artisans from Peru and East London. For example, his AW24 “Beautiful James” collection combined the traditional Peruvian Lliklla shoulder cloth with industrial cargo jeans, symbolizing a fusion of heritage and contemporary streetwear. The swan motif in his work reflects themes of grace, empowerment, and self-discovery, core to his design philosophy.
Prize and Mentorship: Fueling Growth and Impact
Alongside Rivas, five other designers—Gbadebo, Fanfare Label, Marinava, SONDOR, and BEEN—were recognized as winners, sharing the £20,000 prize fund. Another designer, FingsbyFloss, received an Honourable Mention and will benefit from expert mentorship.
Katherine Brown, Visa Europe’s VP of Social Impact & Sustainability, emphasized the company’s commitment to empowering creators and small business owners. She said, “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. These six winners, including our grand prize winner, Genaro Rivas, reflect the innovation and drive that will shape the future of fashion and beyond.”
Designer’s Vision and Community Impact
Genaro Rivas expressed enthusiasm about the opportunities the award brings. “Being recognized in this way has provided me with real confidence to achieve my vision of giving fashion a purpose,” he said. He aims to empower women through his designs, encouraging self-expression and boldness rather than dictating style, hoping his pieces become versatile elements women can mix and match.
His work is deeply rooted in sustainable practices, using ethically sourced materials such as alpaca wool, eco-friendly bamboo fibers, and recycled cotton. His recent menswear debut, ‘AERION – Echoes of Nature,’ showcased a sophisticated palette and innovative materials like thermoformed acrylic and Japanese silk, further cementing his reputation for combining environmental consciousness with artistic innovation.
Artist and judge Sophie Tea praised Rivas’s approach, noting, “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 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.”
Challenges and Future Prospects
Despite his rapid rise, Rivas faces typical challenges for emerging designers, including funding and public relations management. However, his commitment to sustainability and cultural storytelling continues to resonate with audiences and industry insiders alike.
His ongoing collaborations with artisans and use of innovative technology, such as 3D printing, position him at the forefront of circular fashion innovation. Rivas’s work not only revitalizes Peruvian textile traditions but also promotes inclusivity and environmental stewardship on the global stage.
Genaro Rivas’s accolade as the UK’s rising star in circular fashion highlights a new generation of designers who blend heritage, sustainability, and innovation. Supported by Visa’s ‘Recycle the Runway’ initiative, his journey exemplifies how purpose-driven fashion can empower communities, challenge fast fashion norms, and inspire a more sustainable future for the industry.
