One of the fashion industry’s main sustainability issues has always been the throwaway, fast-fashion cycle perpetuated by big name ‘high-street’ labels. However, some of these well-known brands have started to catch up with the shift towards a more environmentally friendly and ethical way of consuming, with win-win initiatives that are both good for the environment and good for business. Which also makes them a win for you! The conscious fashionista!

This April, Oxford Street is showcasing the efforts, commitments and initiatives of some of the UK’s best-loved brands, with the launch of its sustainability awareness campaign, BEYOND NOW. With the aim of creating a brighter and more responsible future for our high street, the initiative empowers us to make the shift towards shopping more consciously.

BEYOND NOW 2022 will include a responsible fashion Edit in collaboration with actress and activist, Amy Jackson, comprising seven spring/summer capsule looks from the responsible and conscious collections of over 20 Oxford Street brands. The idea is to show shoppers the versatility on offer when it comes to conscious fashion, and in turn inspire them to shop responsibly. Amy has also curated wellness and homeware edits featuring handpicked cruelty-free and recycled products.

The win-win vibes don’t end there! Oxford Street has also launched THE BEYOND NOW PROMISE, inviting shoppers to submit their personal #mybeyondnowpromise, sharing the changes they pledge to make towards a more sustainable future for fashion. And by submitting a promise, shoppers can win £500 to spend in stores, as well as a responsible day out on Oxford Street.

Head to Oxford Street from Friday 22th – Sunday 24th April and check out the BEYOND NOW WEEKENDER – a jam-packed series of sustainability focussed experiences, events and workshops, as well as the launch of responsible products and menus.

For more information visit: www.oxfordstreet.co.uk

Written by Lupe Castro

Photography courtesy of BEYOND NOW