On 24 September 2026, students from the Master of Arts in Sustainable Fashion and Innovation (MASFI) welcomed Mr. Bernd SAUER, Founder of B_Connect Consultancy and former Senior Executive at Adidas and Puma, for an insightful guest lecture titled “Leadership in Sustainable Fashion Business: From Product Ambition to Scalable Value-Chain Change,” facilitated by Dr. Hauling CHAN, Assistant Professor at the School of Fashion and Textiles.
Drawing on over 30 years of global sportswear expertise, Mr. Sauer emphasized that “sustainability is not a project,” but an ongoing leadership commitment that translates high-level ambition into thousands of aligned everyday decisions. He introduced the “activewear paradox,” explaining how high-performance features — such as stretch, coatings, and blended fibres — create distinct circularity challenges. He encouraged students to look beyond simple material substitution and consider full system redesigns that balance performance, commercial viability, and environmental impact.
Mr. Sauer also highlighted the industry’s shift from brand storytelling to verifiable product evidence. With rising regulatory and consumer scrutiny, circularity must extend beyond recycled content to encompass durability, repair, and fibre-to-fibre recycling, all supported by credible sourcing and supplier capabilities. To strengthen students’ understanding, he illustrated these shifts with real industry examples from a leadership perspective, demonstrating how decision-makers translate ambitious corporate commitments into practical, operational realities.
The lecture concluded with a vibrant, interactive exchange where MASFI students actively engaged in discussion. Through their enthusiastic participation, students had the opportunity to exchange views directly with Mr. Sauer, exploring real-world sourcing dilemmas and unpacking actionable leadership strategies for navigating complex global value chains.
