Oxford Street in London is set to launch its sustainability awareness campaign, Beyond Now, on September 15. The campaign is aimed at highlighting more than 30 high street retailers that are committed to driving a sustainable change in their business. Beyond Now will include events, experiences, and in-store products that are focused on sustainability. Participating brands include brands like Selfridges, Nike Town, The Body Shop, Lush, Urban Outfitters, John Lewis, and many more.
In a statement about the campaign, Oxford Street associate director Luciana Magliocco 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 demonstrate 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, we are on the journey and we will keep going until we get it right.”
As a part of the campaign, author and presenter Candice Brathwaite will curate a ‘Beyond Now’ range, which will be a 50-piece capsule collection using the responsible and conscious products from participating brands. All featuring products will be available in-store from September 15. Other key events of the campaign include a two-day John Lewis sustainability festival, sustainable customisation services from Nike By You, a second-hand September pop-up at Selfridges, a garment recycling competition by H&M, as well as the Urban Renewal shop at Urban Outfitters for vintage and pre-loved fashion.
Being one of the busiest and popular shopping marketplaces globally, Oxford Street saw a number of store closures last year during the pandemic. As a result of shoppers desiring a more sustainable experience, Oxford Street also aims at becoming an emission-free traffic zone, as reported by CNBC earlier this year. Their recent campaign aims at raising awareness about brands that are making sustainable changes, as well as to encourage conscious consumption habits among shoppers.