Oxford Street launches campaign to highlight sustainability

London's Oxford Street is launching a sustainability campaign at its high street stores, including John Lewis, Selfridges and Urban Outfitters.
Dubbed “Beyond Now,” the effort kicks off September. 15.
// London’s Oxford Street has created its first sustainability awareness campaign to highlight urgent environmental issues
// The campaign features author and presenter Candice Brathwaite

This month Oxford Street is launching a sustainable awareness campaign to spotlight more than 30 high street retailers and their commitment to driving positive change with events, experiences, and products in-store.

The Oxford Street Beyond Now campaign kicks off on September 15 and will feature retailers including Selfridges, Nike Town, The Body Shop, Lush, Urban Outfitters and John Lewis.

The initiative aims to educate shoppers on how brands are responding to the climate crisis and to encourage them to make small changes in their own consumption habits by supporting some of the sustainable products and companies highlighted in the campaign.

Throughout this September, Beyond Now will invite visitors to discover examples of sustainable innovation is taking place on the high street, highlighting how Oxford Street’s retailers are evolving their offering to provide more sustainable shopping choices and services.

Key events will include a two-day John Lewis sustainability festival, Nike by You sustainable customisation services, the Urban Renewal shop at Urban Outfitters selling vintage and pre-loved fashion, Second Hand September pop-up at Selfridges with Oxfam and Bay Barnett, as well as garment recycling at H&M.

Shoppers can also learn about the responsible buying journeys at Lush and give their sneakers a second life at New Balance SneakerER.

Fronting the campaign is author and presenter Candice Brathwaite, who has also curated a 50-piece Beyond Now capsule collection using products from the responsible and conscious collections of the participating Oxford Street brands.

Oxford Street associate director Luciana Magliocco said in a statement: “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.”

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