Oxfam launches 'Second Hand September' as fashion set to produce 138 billion unworn clothes annually by 2050

Oxfam has today launched its seventh ‘Second Hand September’ campaign, this time fronted by actress, TV presenter and activist Jameela Jamil.

New research by Oxfam has revealed that the fashion industry is on course to produce 138 billion items of unworn clothes every year by 2050 – "equivalent to nearly four outfits for every person on the planet".

It is therefore urging people to "make a statement about the kind of world they want to live in" by choosing second hand over fast fashion.

Jameela Jamil for Oxfam September campaign 2025

As well as the new campaign, in which Jamil features in a photoshoot showcasing a collection of second hand looks styled by Calvin Opaleye and photographed by Sane Seven, on 18 September Oxfam will once again be one of the opening shows at London Fashion Week with a celebrity packed runway show called ‘Style for Change’ – in partnership with Vinted – featuring the best pre-loved Oxfam clothing and styled by "pioneer of thrifting", Bay Garnett.

Lorna Fallon, Oxfam’s Retail Director, said: "Britain’s wardrobes are (currently) overflowing with unused clothes: an estimated 1.6 billion items of unused clothing, to be exact. This is simply not sustainable. By buying, wearing and donating second hand you’re reducing the demand for fast fashion and the damage to our planet.

"Oxfam is urging people to make a powerful fashion statement this September by dressing for the world they want to see. Shopping second hand with Oxfam means looking good - and doing good."

Oxfam’s research shows that if all 1.6 billion unused items of clothes currently owned by the UK population were reused and worn, it would be enough to clothe the entire population of Manchester for approximately eighteen generations, or 450 years.

Further analysis by Oxfam highlights that items of clothing are worn for less than five days on average in the UK - spending 1,500 days or over 99% of their lifetime in the closet.

Jameela Jamil said: "The amount of unworn clothes in the UK is shocking. Aside from how obviously problematic that excess is for the environment and the world at large, it’s also a shame that most clothes are no longer made, or bought, to last. I only ever buy anything I plan on wearing until I’m 80.

"I have always been a fan of preloved clothing and own so much vintage. Items I have worn again and again, for over almost two decades. I think clothes are to be worn, cherished and adored. Whoever decided it was scandalous to repeat an outfit is frankly an insecure, wasteful, clown.

"I’m so proud to partner with Oxfam, and to continue encouraging our love and appreciation for second hand. It is extra special that what they do not only helps save the planet but helps the people on it too."

Since it launched in 2019, Oxfam’s Second Hand September has helped thousands of people to shop more sustainably by encouraging them to shop second hand.