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Launched three years ago by Oxfam, a charity
that promotes responsible fashion, Second Hand
September was a great success with members of
Gen Z as they shared their latest Oxfam purchases
on TikTok, Instagram or YouTube. Live Instagram
reels were also posted every Monday in partnership
with Zero Waste France, along with artistic
readings and happenings. Oxfam also designed a
capsule collection with Resap, a brand specialising
in upcycling, with items made from clothes from its
shops.
To establish the idea of more responsible fashion
in people’s minds, an event can be a very effective
strategy. Particularly for reaching a younger population
delighted to come together on social media where
they can share their engagements and commitments.
Oxfam understood that perfectly with Second Hand
September which over the years has become an event
people look forward to, like a festival. Its success is
doubtlessly down to a perfect balance: influencers
to carry/convey the messages and create a buzz,
Instagram lives for images, famous designers for
ideas and even a weekly newsletter about responsible
fashion. All this with a background of fun, festive
moments and events over a whole month, an essential
key to its success.