Sustainability has become more and more important over the years, especially when it comes to consumer habits and shopping. Nowadays, we’re much more likely to think about where our homeware, beauty buys, fashion and food comes from, as well as how it was produced and the materials involved.
With that in mind, London’s central hub for shopping, Oxford Street, has announced its very first sustainable awareness campaign BEYOND NOW. The campaign aims to showcase the positive changes that some of the nation’s favourite high street brands are making to create a brighter future.
BEYOND NOW has been created so shoppers can easily see what brands are doing to help them change their shopping habits to be more environmentally friendly. Over 30 brands you’ll find on Oxford Street, including Selfridges, Nike Town, The Body Shop, Lush, Urban Outfitters and John Lewis & Partners, have joined forces in support of the initiative.
It’s also being supported by fashion author and presenter Candice Brathwaite, who has curated the very first BEYOND NOW edit. The edit consists of a 54-piece capsule collection that uses products from the responsible and conscious collections of the participating brands. Curated into 9 key looks, all products are available in stores from 15 September, when the campaign kicks off.
Candice says: ‘Oxford Street is the beating heart of the high street, it’s been my stomping ground for many years and seeing what some of the brands are doing to enable us as shoppers to take a more responsible look at the way we buy and show us that actually you can do it even if it is small steps, is just brilliant.
‘Every step we make will make a difference not only to our lives but to our future generations. I know first-hand how hard it is to break habits and make more conscious choices, but we’re on a journey, small steps count and working together, we can live and shop more sustainably on the high street – and still look flawless.’
9 key looks from Candice Brathwaite’s BEYOND NOW edit
Urban Outfitters, BDG Recycled Denim Jacket, 200 Oxford Street, £56 Nike Air Force 1 Crater Flyknit Trainers. 236 Oxford Street, £69.95 Ganni Dress part of Selfridges Planet Earth Collection. 400 Oxford Street, £205 Pandora Brilliance Collection Lab Grown Teardrop Diamond Bracelet, 257/259 Oxford Street, £250
John Lewis & Partners Sustainable and Traceable Cashmere Jumper, 300 Oxford Street, £99 Zara Join Life Wrap Skirt, 333 Oxford Street, £29.99 Adidas Vegan Stan Smiths from Schuh, 200 Oxford Street, £75 H.Samuel Diamond Story 18ct White Gold Diamond Ring, 250 Oxford Street, £1,699 Pandora Brilliance Collection Lab Grown Diamond Earrings, 257/259 Oxford Street, £690
Mango Printed Cotton Top And Skirt Part Of The Committed Collection. 225-235 Oxford St, Top £19.99 And Skirt £29.99 Urban Outfitters Vintage Leather Blazer, Part Of Urban Renewal Collection, 200 Oxford St, £99 Adidas Gazelle Shoes, Part Of The Adidas Sustainable Collection Available From Schuh, 200 Oxford St, £70 H&M Bag, Part Of The Conscious Collection, 174-176 Oxford St, £17.99 H&M Necklace, Part Of The Conscious Collection, 174-176 Oxford St, £3.99 Tezenis Short Ribbed Recycled Cotton Socks, 266 Oxford St, £6.99
Sandro Dress Part Of Selfridges Project Earth Collection, 400 Oxford St, £359 John Lewis Trench Coat Supporting BCI Cotton Farmers, 300 Oxford St, £99 Tezenis Paris Recycled Microfibre Balconette Bra, 266-270 Oxford St, £14.99 VEJA Womens V-10 Logo Embroidered Leather Trainers, Part Of Selfridges Project Earth Collection, 400 Oxford St, £125 Monica Vinader Earrings, Part Of Selfridges Project Earth Collection, 400 Oxford St, £140 H&M Ring, Part Of The Conscious Collection, 174-176 Oxford St, £2.99 H&M Patterned Scarf, Part Of The Conscious Collection, 174-176 Oxford St, £6.99
Whistles Speckled Animal Skirt, Part Of Selfridges Project Earth Collection, 400 Oxford St, £59 Selfridges ROOP Satin Bag, Part Of Project Earth Collection, 400 Oxford St, £75 Selfridges Frame Cashmere Jumper, Part Of Project Earth Collection, 400 Oxford St, £350 H&M Earrings, Part Of The Conscious Collection, 174-176 Oxford St, £12.99 H&M Grey Headband, Part Of The Conscious Collection, 174-176 Oxford St, £9.99 Converse Khaki Run Star Hike Recycled Hi Trainers, Available From Schuh, 200 Oxford St, £90
H&M Conscious Ribbed Knit Dress, 174-176 Oxford St, £39.99 H&M Conscious Patterned Scarf, 174-175 Oxford Street £6.99 H&M Conscious Hat, 174-176 Oxford St, £19.99 All Saints Coat, Part Of The Selfridges Project Earth, 400 Oxford St, £379 H&M Conscious Necklace, 174-175 Oxford Street £12.99 Acne Studios Cross Body Bag, Part Of Selfridges Project Earth, 400 Oxford St, £850
United Colors Of Benetton Pattern Dress, Made With 100% Sustainable Materials, 89 Oxford St, £59.95 New Balance 998 Remade in Pink, 287-291 Oxford St, £200 Uniqlo Recycled Jacket, 311 Oxford St, £79.90 Swatch Big Bold BIOCERAMIC , 313 Oxford St, £108 H&M Earing Crawler, Part Of The Conscious Collection, 174-176 Oxford St, £3.99 Timberland Allington Boots With Rebotl™ Fabric Lining & Recycled PET Laces. From Schuh 200 Oxford St, £120
River Island Hoodie Made From Organic & Recycled Materials, 473 Oxford Street, £38 River Island New Leaf Mid Rise Jean, £42 Teva Sandals From Schuh With REPREVE® Polyester Yarn By Unified And Recycled Plastic Webbing, 200 Oxford Street, £60 Parley For The Oceans Clean Waves Sunglasses From Selfridges, 400 Oxford Street, £200 H&M Conscious Rings, 174-175 Oxford Street £6.99 H&M Conscious Hair Clips, 174-175 Oxford Street £3.99 Lush Zig Zag Knot Wrap, 175-179 Oxford Street, £4
H&M Conscious Knit Dress Made With Certified Recycled Materials, 174-175 Oxford Street, £34.99 Ganni Recycled Chelsea Boots Part Of Selfridges Planet Earth, 400 Oxford Street, £195 Acne Studios Vally Checked Wool Scarf Part Of Selfridges Planet Earth, £220 Swatch Big Bold BIOCERAMIC Watch, 313 Oxford Street, £108 John Lewis & Partners Matt & Nat Recycled Vegan Cross Body, 300 Oxford Street, £65 H&M Conscious Earrings, 174-175 Oxford Street, £5.99
Throughout the month of September, BEYOND NOW will invite shoppers to discover the best examples of sustainable innovation on the high street, including the John Lewis & Partners Sustainability Festival, the ‘Nike by You’ sustainable customisation service and the return of ‘Second Hand September’ at Selfridges with Oxfam.
Other highlights include free trainer cleaning from New Balance. On 18 and 19 September, the trainer brand will run a cleaning workshop collaboration with SneakersER where you can get tips on how to give your run-down trainers a new lease of life.
H&M will be launching a Garment Recycling competition from 14-30 September, in order to recycle as many unwanted clothes or textiles as possible. What’s more, shoppers get a £5 voucher in exchange for old clothes.
Luciana Magliocco, Oxford Street Associate Director, said: ‘The BEYOND NOW campaign shows our passion and commitment to making a change and to demonstrating that sustainability will be at the heart of everything that we do both now and in the future.
‘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.’