Oxford Street launches campaign to highlight sustainability
London’s Oxford Street has created its first sustainability awareness campaign to highlight urgent environmental issues, as well as the positive changes that some of its retailers are making.
Dubbed “Beyond Now,” the effort kicks off Sept. 15, and will highlight 30 high-street brands with a presence on Oxford Street including Nike, The Body Shop, Selfridges, Lush, Urban Outfitters and John Lewis. The campaign will showcase the work they’re undertaking to reduce their environmental impact and support the circular economy.
The initiative aims to help visitors to Oxford Street shop more responsibly, offering shoppers the chance to discover what brands are doing to help them to change up their shopping habits, as well as support Oxford Street’s ambition to become a leading sustainable shopping district.
Throughout September, ‘Beyond Now’ will invite Londoners and visitors to discover 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.
Key events will include a two-week John Lewis sustainability festival, Nike by You sustainable customisation services, the Urban Renewal shop at Urban Outfitters selling vintage and pre-loved fashion, Second Hand September pop-up at Selfridges with Oxfam and Bay Barnett, as well as 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, said in a statement: “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 demonstrate 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.”
Oxford Street is Europe’s longest shopping street, 1.5 miles of shopping running from Marble Arch to Tottenham Court Road.
