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Oxfam opens Selfridges pop up shop

Sienna Miller in a lime green designer dress for Oxfam's Second hand September campaign
Sienna Miller. Photo: Tom Craig/Oxfam

Oxfam’s Selfridges pop up shop is making a return as part of the charity’s #SecondHandSeptember campaign this month, with actor Sienna Miller fronting the overall campaign.

Miller will feature on posters in the windows of more than 500 Oxfam shops nationwide, dressed in Oxfam clothes, which will be available to buy in Oxfam’s pop-up shop in Selfridges, London.

The shop runs from 6 September until the end of December and is styled by Oxfam’s independent fashion advisor Bay Garnett. It celebrates the vintage treasures that can be found in Oxfam shops, such as heritage tweed or sheepskin coats. Garments evoking nostalgia for the 1980s, such as punk inspired clothes with zips and studs and velvet dresses, also feature, and illustrator James Lacey, of Pointless Illustrations, has designed a one-off T-shirt for the event, which will be on sale in store.


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Images: Tom Craig/Oxfam
Sienna Miller. Image: Tom Craig/Oxfam

The #SecondHandSeptember campaign aims to raise awareness about the harmful effects fast fashion have on the planet. Consumers send 13 million items of clothing a week to landfill, and the textile industry accounts for up to 10% of the world’s greenhouse gas emissions – more than international aviation and shipping combined. To help reduce emissions, Oxfam is asking consumers to only buy second-hand clothes for the month of September and donate their pre-loved items. Shoppers can raise awareness by sharing their one-of-a-kind finds using #SecondHandSeptember and tagging @OxfamGB.

Danny Sriskandarajah, Chief Executive of Oxfam GB, said:

“The climate crisis is already wreaking havoc on people’s lives with extreme weather events that are destroying homes and harvests.


“Scientists warn we have just nine years to prevent catastrophic global temperature rises so all of us – governments, companies and individuals – have a role to play in rapidly reducing carbon emissions.


“Choosing second-hand is one way we can leave a lighter footprint on the planet while sending a message to retailers that we want them to slow down fashion. By shopping at Oxfam, you’re also raising money to help some of the world’s poorest people cope with the impacts of climate change.”

As well as its #SecondHandSeptember pop up shops, Oxfam has previously run other pop up shops, including one in London’s Shoreditch Boxpark for Halloween.

More brands supporting the campaign

Baukjen & Isabella Oliver (House of Baukjen)

To support Second Hand September, House of Baukjen will be launching a new Pre-Loved scheme for its womenswear brand Baukjen. Customers can donate items they no longer wear to Baukjen and its sister maternity brand Isabella Oliver (which already has a Pre-Loved initiative) to be re-loved, repurposed or recycled with 50% of the net proceeds donated to Oxfam.


eBay is supporting Oxfam’s Second Hand September for a second year running. This September, it will be matching pound-for-pound when anyone resells for Oxfam on eBay and sellers can donate up to 100% of the proceeds of any items they sell to Oxfam.


Joules stores will be promoting its partnership “Don’t Let Good Taste Go To Waste” which gives Joules customers the chance to give clothes a second chance and increase their lifespan. People can pop into a Joules store, and ask a member of staff to show them to one of the drop-off points where they can leave the clothes and footwear they want to donate. These items will then be passed on to Oxfam shops.


Superdry will be launching an in-store ‘Give Back’ scheme, which encourages customers to support a more sustainable lifestyle. By donating their pre-loved clothes through one of the ‘Give Back’ boxes, available in selected UK stores, Superdry will be twinning with their local Oxfam shops to support sustainable clothes shopping, as well as the communities it operates in.