Oxfam is asking shoppers to choose second hand fashion in this year’s Second Hand September campaign starring actor Richard E. Grant.
The release of the campaign follows speculation that Oxfam is going shut 100 shops and warehouses, which the retailer has confirmed will not be happening.
The charity highlighted that its shops and warehouses remain at the heart of its operation, alongside its online shop, eBay presence, resale partnerships and new rental service.
Oxfam’s marketing drive is supported by it’s first State of Style report, which highlights changing consumer habits and “the case for a different relationship with fashion”.
The report showcases that 32 per cent of clothes in British wardrobes have not been worn in the past year and calculates that the water used to produce these items is equivalent to a lifetime’s supply for 1 million people.
Titled ‘Be Original’, Richard E. Grant takes part in a photoshoot which aims to celebrate the fun and creativity of shopping second hand. All of the looks featured in the shoot were compromised of clothes donated to Oxfam and styled by celebrity stylist Bay Garnett.
Richard E. Grant said: “My life-changing career break happened because I was wearing a second hand coat I bought in an Oxfam shop. It was 1986 and I arrived for my ‘Withnail & I’ audition soaking wet and in a second hand Burberry trench coat. Turned out I’d nailed the look for the part without even trying!
“I’ve always loved clothes that have lived a life before you, I still wear pieces I’ve owned for decades, items that belonged to people I love, and things I’ve discovered over the years – that’s why I support Second Hand September.
Rachel Cosgrove-Pearce, Oxfam’s head of retail operations, said: “Oxfam is the original Second Hand retailer. We’ve been selling quality pre-loved fashion since 1947 and that success is down to people supporting our local shops.
“Every donation makes a difference, and while we’re grateful for the fantastic support we receive throughout the year, September is a particularly important time for our shops. We’re looking for plenty of good-quality clothes to help keep the rails full and give local shoppers a great choice of pre-loved fashion.”
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