Sustainable Style Revolution: Oxfam’s Second Hand September Campaign Transforms Fashion Week
As London Fashion Week approaches, Oxfam is set to make a bold statement with its sixth annual Second Hand September campaign, challenging the notion that pre-loved clothing is “second best.” This year’s initiative, launching on September 12th, shines a spotlight on the fashion industry’s significant impact on global water resources and empowers consumers to make environmentally conscious shopping choices.
Runway Revolution: Style for Change
In a groundbreaking partnership with online marketplace Vinted, Oxfam will kick off Fashion Week with the “Style for Change” runway show. This innovative event will showcase stunning pre-loved outfits curated by renowned second-hand fashion pioneer Bay Garnett, demonstrating that sustainability and high fashion can go hand in hand.
Redefining Fashion: The Power of Pre-Loved
Bay Garnett, known for dressing celebrities like Kate Moss in charity shop finds, passionately advocates for the superiority of second-hand fashion. “It’s not second best. It’s not a substitute. It’s actually a choice because it’s cooler, it’s more stylish,” Garnett asserts. She emphasizes the creative, interesting, and exciting nature of thrifting compared to purchasing new clothes.
The Thrill of the Hunt
Garnett’s recent exploration of Oxfam shops and warehouses has yielded remarkable finds, including rare 1970s Charles Jourdan shoes and unique embroidered pieces. These discoveries highlight the eclectic and story-rich nature of second-hand shopping, offering consumers a chance to own pieces with history and character.
A Wave of Change
The stylist notes a significant shift in consumer behavior over the past five years, with young people increasingly viewing second-hand shopping as a cooler, more proactive, and empowering way to consume fashion. This change in perception is driving a sustainable fashion revolution.
Celebrity Endorsement
TV presenter Cat Deeley, the face of this year’s Second Hand September campaign, shares her enthusiasm for pre-loved fashion. She emphasizes the unique appeal of second-hand items, the ability to customize finds, and the positive impact of supporting charitable causes while giving clothes a new lease on life.
The Environmental Impact
Oxfam’s campaign launch includes eye-opening statistics on the fashion industry’s water footprint. The charity’s analysis reveals that purchasing a single pair of jeans and a T-shirt second-hand could save the equivalent of 20,000 standard bottles of water. This stark figure underscores the urgent need for more sustainable fashion choices.
A Call for Change
Lorna Fallon, Oxfam’s retail director, emphasizes the critical nature of these findings, stating, “It is clear from these statistics that we are drowning in fashion.” She calls for a shift towards more second-hand purchases to significantly reduce the water-intensive cost of clothes production.
Expanding Partnerships
This year marks Oxfam’s first collaboration with Vinted, following previous partnerships with eBay. The online marketplace is launching its own sustainable fashion show, streamed live on its platform, further amplifying the message of accessible, sustainable fashion.
Looking Ahead
As the fashion industry stands at a crossroads, initiatives like Oxfam’s Second Hand September campaign are paving the way for a more sustainable and conscious approach to style. By showcasing the beauty, uniqueness, and environmental benefits of pre-loved fashion, Oxfam is not just changing wardrobes – it’s transforming mindsets and shaping the future of fashion.