Oxford Street, one of London’s most famous shopping destinations, has recently launched its second sustainability awareness campaign known as Beyond Now. The campaign, featuring actress and activist Amy Jackson as its face, will span across three days from April 22 to April 24, offering a range of sustainability-focused experiences, events, workshops, and the launch of responsible products.
Key retailers on Oxford Street are actively participating in the campaign to promote sustainability. Selfridges, for instance, is offering resale, rental, repair, and refill services, while Adidas is hosting a workshop on cleaning trainers. Boots, on the other hand, is organizing a plastic-free-period event. Additional renowned retailers such as John Lewis, Nike, Asics, The Body Shop, and Lush are also joining in the efforts.
As part of the campaign, Amy Jackson has curated the Oxford Street Beyond Now Edit, which showcases 70 products across fashion, wellness, and homewares. The collection not only emphasizes responsible and conscious fashion from over 20 Oxford Street brands but also features cruelty-free and recycled wellness and homeware products.
The aim of the Beyond Now campaign is to highlight the ongoing efforts of beloved UK brands in creating a more sustainable future for the high street. It encourages shoppers to adopt more responsible shopping and socializing habits. In support of this message, Oxford Street is launching The Beyond Now Promise, inviting shoppers to make a collective commitment by sharing their personal promises towards driving change for a brighter future, irrespective of its magnitude. By participating in this promise, shoppers have the opportunity to win £500 to spend in their preferred stores and enjoy a responsible day out on Oxford Street.
Luciana Magliocco, Associate Director of Oxford Street, explains that the campaign mirrors the brands’ dedication to becoming more responsible. She emphasizes the exciting advancements in new products, rental services, refill options, and repair services. As an iconic shopping destination, Oxford Street aims to make a positive impact on both people and the planet by working towards a sustainable future.
The Beyond Now campaign and event on Oxford Street exemplify how the fashion industry is embracing sustainability and encouraging consumers to make more conscious choices. By promoting responsible practices and offering sustainable alternatives, retailers and brands are creating a positive impact on the environment and society. As consumers, we can support these efforts by embracing sustainable shopping habits and making our personal promises for a better future.
Sources:
1. Oxford Street Beyond Now: [link] 2. Oxford Street sustainability initiatives: [link]
