London’s Oxford Street Debuts Sustainability Awareness Campaign – WWD

BEYOND NOW: London’s Oxford Road has created its first sustainability consciousness marketing campaign to focus on pressing environmental points, in addition to the constructive modifications that a few of its retailers are making.

Dubbed “Past Now,” the trouble kicks off Sept. 15, and can spotlight 30 high-street manufacturers with a presence on Oxford Road together with Nike, The Physique Store, Selfridges, Lush and John Lewis.

The concept is to teach customers on how manufacturers are responding to the local weather disaster and to encourage them to make small modifications in their very own consumption habits by supporting a number of the sustainable merchandise and corporations highlighted within the marketing campaign.

Fronting the marketing campaign is creator and presenter Candice Brathwaite, who has additionally curated a 50-piece Past Now capsule.

“I’m an enormous advocate for residing responsibly no matter your procuring type or price range. Oxford Road is the beating coronary heart of the excessive avenue and seeing what a number of the manufacturers are doing to allow us as customers to take a extra accountable have a look at the best way we purchase and present us that really you are able to do it even whether it is small steps, is simply good. I do know firsthand how onerous it’s to interrupt habits and make extra acutely aware selections, however we’re on a journey, small steps depend and dealing collectively, we are able to reside and shop extra sustainably on the excessive avenue — and nonetheless look flawless,” Brathwaite stated.

Retailers can even host in-store occasions all geared toward educating customers round sustainable consumption: New Steadiness shall be providing free sneaker cleansing workshops; Selfridges is debuting a pop-up with secondhand clothes charity Oxfam and vogue editor Bay Garnet; whereas John Lewis is planning a two-day Sustainable Pageant to focus on all of the acutely aware merchandise in its supply.

Luciana Magliocco, director on the Oxford Road Affiliate, added that this can be a assertion that “sustainability shall be on the coronary heart of the whole lot (Oxford Road) does now and sooner or later.

“Along with our manufacturers and companions, we’ll work towards a reimagined and extra sustainable means of procuring. Our manufacturers are at present trialling new enterprise fashions, like providing restore providers and rental, and this can pave the best way for the way forward for vogue. There isn’t any denying that collectively we now have a technique to go, and that is solely yr considered one of creating a greater future collectively,” Magliocco added. | London’s Oxford Road Debuts Sustainability Consciousness Marketing campaign – WWD


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