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Oxford Street "Beyond Now" sustainable awareness campaign to launch with over 30 brands

Tom Bottomley
06 September 2021

A new sustainable awareness campaign called "Beyond Now" launches on 15 September 2021, with over 30 Oxford Street stores taking part including Selfridges, John Lewis, Urban Outfitters, Nike Town, H&M, New Balance and Lush.

It aims to highlight their commitment to drive positive change in how people shop, with inspirational events, experiences and products in store, giving London 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 campaign is supported by fashion author and presenter Candice Brathwaite, who 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 nine key looks, all products are available in store from 15 September.

Luciana Magliocco, Oxford Street Associate Director, said: “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, but we are on the journey and we will keep going until we get it right.”

Brathwaite added: “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.”

Selfridges has today launched a four week pop up "Diptyque Corner Shop", which sees the launch of a new refillable fragrance offering for the first time. The retailer also has the return of the Second Hand September pop up with the "Queen of Thrift", Bay Garnett, and Oxfam – with a dedicated curated concession working together with Bay and a roster of collaborators.

John Lewis is hosting a two day "Sustainable Festival" on Saturday 18 September and Saturday 25 September, with the very best ethical and sustainable products and services on offer in store. There will also be styling tutorials to show shoppers how to update their wardrobes with pieces that are sustainably sourced and made from ethically made materials, and there will be beauty recycling rewards exclusively for My John Lewis members.

Urban Outfitters is putting the focus on its in-store Urban Renewal shop. The retailer’s team works with a recycling partner to not only uncover rare, one-of-a-kind pieces, but to also give new life to damaged and unwanted clothing.

For customers looking to give their sneakers a new lease of life, New Balance is offering free sneaker cleaning workshops on 18-19 September. The team’s "SneakerER" team will be in-store giving tips on how to give life to run-down trainers. The free sneaker cleaning workshops will be available on a first come, first served basis, with 15 spots per session.

Nike Town will highlight its "Nike By You" sustainable customisation service, where shoppers can personalise their sneakers with names and numbers plus sustainable patches made from recycled yarn.

H&M will be launching an exclusive garment recycling competition from 14-30 September, with the aim of recycling as many unwanted clothes or textiles as possible, and Lush will be offering shoppers the opportunity to learn more about their buying journey, and responsibly sourced ingredients, via an in-store sourcing story trail.

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