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The Salvation Army launches high-fashion campaign to encourage second-hand shopping

Chloe Burney
13 April 2023

The Salvation Army Trading Company, the largest charity-owned textiles collector in the UK, has launched a new campaign titled ‘Reuse2Repurpose’ to encourage more people to buy second-hand clothes.

The campaign showcases editorial-inspired images, with models dressed head-to-toe in everyday garments donated to the charity’s clothing banks in the UK.

Charlene Bent, Marketing Manager at Salvation Army Trading Company (SATCoL), commented: "It’s the perfect opportunity to see sustainable fashion at its best."

The looks were created by fashion stylist Joanne Kennedy, who is known for her editorial shoots in magazines such as Glamour, Forbes and Elle. Kennedy partnered up with the high-fashion photographer Catherine Harbour.

New research shows that the environmental impact of reusing textiles is 70 times lower compared to producing new clothing. The aim of the glossy campaign is to demonstrate the potential of second-hand fashion to shoppers.

Bent added: "Textiles is the UK’s fastest growing household waste stream and Salvation Army clothing banks provide an easy-to-use solution to donate pre-loved fashion. By reusing and repurposing these donated textiles, we greatly reduce the amount we send to disposal.

"The Reuse2Repurpose fashion shoot showcases ways that we can make the old become new with pre-loved fashion and create styles that fashionably stand the test of time."

SATCoL collects over 62,000 tonnes of textiles each year and has approximately 8,000 clothing collection banks located across the UK. Each bank holds up to 240 kilos of textiles including clothing, bags and shoes.

Over the past decade, it has raised over £80 million for The Salvation Army, which provides practical help for people in need, such as specialist support for survivors and much more.

The British Heart Foundation (BHF) also recently launched a second-hand shopping campaign, otherwise known as Reuse Revolution. The charity is urging the nation to donate and purchase preloved clothing after uncovering in a recent survey that 25% of Brits do not own any second-hand items of clothing.

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