London retail destination Oxford Street is launching the Beyond Now campaign this month to shine a light on the sustainability efforts of some of its best-known retailers.
The launch is being supported by author and influencer Candice Brathwaite (pictured), who has curated a 50-piece capsule collection using eco-friendly fashion from the 30 stores involved in the campaign. She has used each piece to style nine different outfits to inspire shoppers, which can all be bought locally from retailers including Selfridges, Urban Outfitters, Pandora, Nike, John Lewis, Zara, H&M and River Island.
She comments: “I’m a huge advocate for living responsibly whatever your shopping style or budget. Oxford Street is the beating heart of the high street – it’s been my stomping ground for many years and seeing what some of the brands are doing to enable us as shoppers to take a more responsible look at the way we buy. I know first-hand how hard it is to break habits and make more conscious choices, but small steps count and working together, we can live and shop more sustainably.”
Throughout September Oxford Street will host a range of experiences, services and products with a focus on shopping more consciously. These will include John Lewis & Partners’ Sustainability Festival, Nike by You Sustainable customisation services, Urban Outfitters Urban Renewal shop and the return of Second Hand September at Selfridges with Oxfam and Bay Barnett. Shoppers will also be invited to learn about the responsible buying journeys at Lush, see Tezenis’ pop up #bethechange installation and give their sneakers a second life at New Balance SneakerER.
Luciana Magliocco, Oxford Street associate director, says: “As one of the world’s greatest shopping destinations, we strive to lead the way. The Beyond Now campaign shows our passion and commitment to making a change. Together with our brands and partners, we will work towards a re-imagined and more sustainable way of shopping. Our brands are currently trialling new business models, like offering repair services and rental, and this will pave the way for the future of fashion.”
Many retailers are aiming to improve their eco credentials as shoppers become increasingly conscious. Find our top tips for making your online business more sustainable here.