September will see Oxford Street launch its sustainable awareness campaign, shining a light on over 30 leading high street brands and their commitment to drive positive change in how we shop with inspirational events, experiences, and products in store
Over 30 Oxford Street brands, including Selfridges, Nike Town, The Body Shop, Lush, Urban Outfitters and John Lewis & Partners have joined forces for the launch of OXFORD STREET BEYOND NOW – the destination’s first sustainable awareness initiative which will showcase the positive changes that some of the UK’s most beloved high street brands are making to create a brighter future for our high street and how we shop.
Whether shoppers are looking to make small or big steps when it comes to shopping more responsibly, the BEYOND NOW campaign will for the first time give shoppers the chance to discover what brands are doing right NOW to help them to change up their shopping habits for the greater good. The BEYOND NOW campaign supports Oxford Street’s ambition to become a leading sustainable shopping district.
The campaign, which kicks off from the 15th September is supported by fashion author and presenter Candice Brathwaite. A self-confessed beauty and fashion obsessive, Candice has curated the very first Oxford Street BEYOND NOW Edit. A 50 piece capsule collection using products from the responsible and conscious collections of the participating Oxford Street brands. Curated into 9 key looks, all products are available in store from 15th September.
Candice Brathwaite says: “I am 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 and show us that actually you can do it even if it is small steps, is just brilliant. Every step we make will make a difference not only to our lives but to our future generations. I know first-hand how hard it is to break habits and make more conscious choices, but we’re on a journey, small steps count and working together, we can live and shop more sustainably on the high street – and still look flawless.”
Throughout the month of September, BEYOND NOW will invite Londoners and visitors alike to discover the best and brightest examples of sustainable innovation taking place on the high street, highlighting how Oxford Street’s brands are evolving their offering to provide more sustainable shopping choices and services – from 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 to Garment Recycling at H&M. Shoppers can also learn about the responsible buying journeys at Lush, be inspired by the Tezenis pop up #bethechange installation and give their sneakers a second life at New Balance SneakerER.
Luciana Magliocco, Oxford Street Associate Director: “As one of the world’s greatest shopping destinations we strive to always lead the way. The BEYOND NOW campaign shows our passion and commitment to making a change and to demonstrating that sustainability will be at the heart of everything that we do both now and in the future. Together with our brands and partners, we will work towards a re-imagined and more sustainable way of shopping – for our customers and for the planet. 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. There is no denying that collectively we have a way to go, and this is only year one of creating a better future together, we are on the journey and we will keep going until we get it right.”
BEYOND NOW forms part of a wider West End initiative to become one of the world’s most sustainable International Centres, addressing issues such as improved air quality and waste reduction.
For full details of what’s in store this September and beyond visit: www.oxfordstreet.co.uk
