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Fashionistas take note: from 14 to 17 November 2019, eco-fashion campaign #LoveNotLandfill will champion pre-loved fashion at a unique Seven Dials, London pop-up store featuring collections from charity shops curated by some of fashion’s most style-savvy influencers.
Check out the Barnardo’s Collection by Emma Breschi; Cancer Research UK Collection by She Wears Fashion; The Oxfam Collection by Elizabeth Whibley; The Royal Trinity Hospice Collection byOenone, plus depop sellers Past Trash and Youth ID and a special menswear collection gathered from all the charities curated by sicckm8.
Each influencer has chosen 500 pieces from their partner charity, which will be sold at the #LoveNotLandfill pop-up store with all profits going straight to the charities. Expect designer labels you know and love at shockingly affordable prices, plus one-off gems – that’s the beauty of pre-loved fashion.
In addition to showcasing on-trend sustainable fashion, the store will use notice boards, talks and demos to create a space where people can find out more about eco-fashion and the climate emergency.
People can bring along old and damaged clothes to donate through a #LoveNotLandfill exclusive Bambi-designed clothes bank, and the Clothes Doctor will have a mend and repair station offering alterations and showing fashion lovers how to repair and upcycle their clothes.
‘The sustainable fashion movement is gaining traction. More and more young people are concerned about climate change and want to get involved, whilst still looking great in beautiful clothes. Our messaging at #LoveNotLandfill is very clear: buy secondhand, never put clothes in the bin (take them to a charity shop or put in a clothes bank) and care for your clothes so they last.’
HANNAH CARTER
#LoveNotLandfill campaign
A recent report from C40 Cities shows that if we want to reduce the carbon emissions of the fashion industry and help to keep global warming at 1.5°, we can only buy three new items of clothing per year.
Some hurdles remain when persuading fast fashion lovers to buy secondhand; a survey by WRAP for #LoveNotLandfill found that one in three young people in London won’t buy clothes that have been worn by someone else.
Charities such as Oxfam and Barnardo’s have hugely promoted buying second-hand instead of new in the past six months.
Campaigns such as #secondhandseptember and #SingleUseFashion flooded Instagram with high-profile influencers styling trend-leading second-hand looks.
Along with Royal Trinity Hospice and Cancer Research UK, they continue to support the #LoveNotLandfill mission to get young people in London to try second-hand first.
‘Tackling the climate emergency demands action across all sectors and London’s fashion industry needs to lead by example. Fast fashion has seen an increase in the consumption of low-cost clothing, leading to more waste. Recycling clothes and reclaiming fabrics like the many items in this pop-up shop will lead to a significant reduction in waste as well as reducing the environmental impact.’
SHIRLEY RODRIGUES
Mayor for Environment and Energy
The #LoveNotLandfill Pop-Up Store will be open from Thursday 14 November to Sunday 17 November at 47-49 Neal Street, Seven Dials, London WC2H 9PZ.
Opening times: Thursday 14 Nov 11.00-21.00; Friday 15 Nov 10.00-20.00; Saturday 16 Nov 11.00-20.00; Sunday 17 Nov 11.00-18.00.
Click here to read our article about sustainable fashion for kids. [/message_box]
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