Oxfam to open secondhand pop-up at Selfridges

Michaela Coel for Oxfam's #SecondHandSeptember campaign

Oxfam has partnered up with Selfridges to open a secondhand pop-up in its London designer galleries for four weeks from 7 September.

The pop-up is part of Oxfam’s month-long #SecondHandSeptember campaign celebrating secondhand fashion, which encourages consumers to only purchase secondhand clothes throughout September.

Oxfam has selected award-winning actress, screenwriter and director, Michaela Coel to feature in the charities promotional campaign. Coel will feature in the window display of more than 500 Oxfam shops nationwide, wearing clothing from the Oxfam Online Shop.

The Selfridges pop-up shop was devised by Oxfam’s independent fashion adviser and “Queen of thrift” Bay Garnett as part of Selfridges’ new transformational sustainable initiative Project Earth, which launched last month.

Apparel available to purchase at the Oxfam pop-up will include a 90s Gaultier PVC red suit, Ossie Clarke dresses, original leather flying jackets and 90s sportswear. In addition, a collection will also be available to buy online at Selfridges.com.

Bay Garnett said:“My idea behind the pop-up shop is about shifting perceptions and context around luxury and secondhand clothes – specifically charity shops. So much money is spent by brands in investing in their marketing, advertising and stores; with the aim of charging high prices for their products.”

“This project is a fun way to change the perception of charity shop secondhand clothes – shifting them into the luxury context and space of the big guns! With all those bells and whistles – but, crucially keeping the prices the same as they would be in any Oxfam shop.”

Executive buying and merchandising director at Selfridges, Sebastian Manes added: “With Selfridges Project Earth, we have challenged ourselves to bring fresh, inspiring models and ideas into our stores and to our customers. The charity shop is an under-appreciated established model, founded in circularity and social enterprise, with Oxfam charity shops serving local communities for over 70 years.”

“I’m excited to see this mindset-changing charity shop concept – challenging perceptions of both luxury and second-hand product – at the heart of our Oxford Street store as part of Project Earth.”

As well as the pop-up, Oxfam is also holding a joint auction of selected vintage and Oxfam pieces with eBay. The auction sale will launch on 10 September.

Luxury fashion resale website Vestiaire Collective will also be promoting the Oxfam pledge to buy secondhand by launching a charity sale of celebrity donated designer pieces on 16 September.

All profits from the initiatives will go towards Oxfam’s efforts to end poverty.

Last year, Oxfam created #SecondHandSeptember due to a growing demand from consumers wanting more sustainable and ethical clothing.

Chief executive of Oxfam GB, Danny Sriskandarajah added: “The pandemic poses huge challenges, but it also creates an opportunity to reimagine our economies and how we live, to make lasting changes that set us on track to a fairer, healthier world.”

“Choosing second hand is one way that we can all play a part in shifting to more sustainable consumption and helping to build back better from the virus.”

“By joining Oxfam’s Second Hand September movement, collectively we can send a message to retailers asking them to change their business models to better protect the people who make our clothes and the planet we all share.”