Oxford Street's Beyond Now Campaign

Oxford Street Launches Sustainable Awareness Campaign

Fashion /


It’s the first of its kind

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From September 15, Oxford Street is launching its very first sustainable awareness campaign, Beyond Now. The initiative aims to showcase the steps high street retailers are taking to fight climate change.

More than 30 high street brands, including the likes of Selfridges, John Lewis, Nike Town, New Balance and Lush, are demonstrating their initiatives.

Sustainable footwear is now an essential part of the new retail landscape. In a bid to stretch out longevity for as long as possible, New Balance is offering a free sneaker cleaning workshop on 18 – 19 September to give your old worn out shoes a new lease of life. In a similar vein, as part of the Beyond Now campaign, Nike’s Oxford Street store Nike Town will be showcasing its Nike By You sustainable automatisation service. Found on the second floor of Nike Town, you can customise your sneakers using sustainable patches all made from recycled yarn.

John Lewis, meanwhile, is bringing out the bells and whistles with a two-week Sustainability Festival. From 15 – 30 September, sartorial styling tutorials will be on offer at the Oxford Street store, offering tips to keep wardrobes sustainably and ethically sourced. An edit of their most eco-friendly homeware will be presented as a one-stop-shop called Sustainable Home too. Keen to know what you could do with your leftovers? Home economists will be on hand to offer advice. Recycling stations will be peppered throughout the store for the likes of batteries and hangers. Plus if you bring in five or more empty beauty products to your nearest John Lewis store (with a My John Lewis membership card), you’ll get £5 off your next beauty purchase.

Featuring John Lewis’ trench coat in cream, £99, Tenezis Paris Recycled Microfibre Balconette Bra, £14.99, Selfridges VEJA Women’s V-10 logo-embroidered leather trainers, £125, Selfridges MONICA VINADER Siren large 18ct gold-plated hoop earrings, £140, Selfridges Sandro Long Floral Dress, £349, H&M Ring, part of the H&M Conscious Collection, £2.99, H&M Patterned Scarf, £6.99.

The Beyond Now campaign is backed by fashion author and journalist, Candice Brathwaite, who has curated the first Beyond Now edit – a 50 piece capsule collection, using products from the responsible and conscious collections of the participating Oxford Street brands. Curated into nine key looks, all pieces will be available in-store from 15 September.

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