With this in mind, author and presenter Candice Brathwaite this month teamed up with BEYOND NOW to create a curated edit of nine looks using responsibly-sourced and consciously-created garments to encourage retailers to take a more responsible approach to fashion.
Over 30 brands on Oxford Street, including Selfridges, John Lewis & Partners, Schuh and H&M, come together to support the initiative.
“Oxford Street is the beating heart of the high street,” Brathwaite said of the initiative. “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.
“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.”
The nine key looks kicked off with a monochrome ensemble – a Ganni Dress which formed part of the Selfridges Planet Earth collection, paired with a BDG recycled denim jacket from Urban Outfitters. She topped the outfit off with a pair of Nike Air Force 1 Crater Flyknit trainers and a Pandora Brilliance Collection lab-grown teardrop diamond bracelet.
Throughout the month of September, brands have hosted a series of events for the campaign, with New Balance offering a new lease of life for trainers via its free sneaker cleaning workshop in collaboration with SneakersER, John Lewis & Partners hosting a Sustainability Festival and H&M holding a garment recycling competition.
Oxford Street Associate Director Luciana Magliocco commented: “As one of the world’s greatest shopping destinations we strive to always lead the way.
“Together with our brands and partners, we [BEYOND NOW] will work towards creating a re-imagined and more sustainable way of shopping. Our brands are constantly evolving and exploring new business models to offer more sustainable products and services such as rent and repair, these innovative initiatives will pave the way for the future of fashion and shopping.”