Yesterday the beautiful Joanna Lumley launched a new initiative from high-street superstore Marks and Spencer, entitled Shwopping. The retailer’s new permanent nationwide sustainable fashion and clothes recycling initiative will enable all customers to hand in any old or unwanted item of clothing, from any brand, when they buy a garment in store. Donated items can then be reused, resold or recycled through campaign partner Oxfam.
To grab some headlines and get the campaign off to a good start, East London's Brick Lane was swathed in almost 10,000 items of clothing to symbolise the amount of clothes thrown into UK landfill every five minutes.
Interestingly the photo opportunity also revealed that Joanna Lumley will be the face of the campaign and the retailer’s new and first ever global eco and ethical ambassador. One small step for the British high street, one giant leap for mankind!
Images courtesy of Unity.
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