Oxford Street launches sustainability awareness campaign ‘Beyond Now’

London’s Oxford Street will be launching a sustainability-oriented awareness campaign this month to highlight the commitment of more than 30 leading brands and retailers to promote good change through events, experiences, and products in-store.

Selfridges, Nike Town, The Body Shop, Lush, Urban Outfitters, and John Lewis are among the Oxford Street brands participating in the ‘Oxford Street Beyond Now’ campaign, which launches on September 15.

The program intends to encourage visitors to Oxford Street to buy ethically by allowing them to learn about what brands are doing to encourage people to improve their purchasing habits, as well as supporting Oxford Street’s goal of being a leading sustainable shopping district.

Throughout September, ‘Beyond Now’ will enable Londoners and visitors to explore instances of sustainable innovation on the high street, showing how Oxford Street’s retailers are adapting their offerings to give more sustainable purchasing options and services.

Few highlights of the events include a two-week John Lewis sustainability festival, Nike by You sustainable customization services, the Second Hand September pop-up at Selfridges with Oxfam and Bay Barnett, the Urban Renewal shop at Urban Outfitters selling vintage and pre-loved fashion, and garment recycling at H&M.

Shoppers will also be able to learn about responsible buying journeys at Lush, be inspired by Tezenis’ pop-up #bethechange installation, and have their sneakers repurposed at New Balance SneakerER.

Luciana Magliocco, Oxford Street associate director, said that as one of the world’s best shopping locations, they aspire to always lead the way. The ‘Beyond Today’ campaign demonstrates their passion and commitment to making a difference, as well as their commitment to ensuring that sustainability is at the center of all they do now and in the future.

Magliocco added that they will work together with their brands and partners to create a reimagined and more sustainable shopping experience for their customers and the globe. Their businesses are presently experimenting with new business models, such as offering repair and rental services, which will lead the way for the future of fashion. There is no disputing that they have a long way to go collectively, and this is only the first year of working together to build a brighter future. They’re on the journey, and they will keep going until they get it right.

Candice Brathwaite, a fashion author, and presenter, has put together a 50-piece capsule collection incorporating products from the partnering Oxford Street retailers’ responsible and mindful collections to support the campaign.

From Marble Arch to Tottenham Court Road, Oxford Street is Europe’s largest shopping street, stretching 1.5 miles.