From 14-17th November 2019, eco-fashion campaign #LoveNotLandfill will be championing 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.
Influencers who have teamed up with their chosen charities include: Emma Breschi (Barnardo’s) She Wears Fashion (Cancer Research UK), Elizabeth Whibley (Oxfam) and Oenone (The Royal Trinity Hospice) 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 by at the #LoveNotLandfill pop-up store with all profits going straight to the charities. Visitors can expect well known designer labels at affordable prices, plus one-off pieces.
As well as the place to discover the most on-trend sustainable fashion in London, the store will be a space to find out more about eco-fashion and the climate emergency with notice boards, talks and demos. People can bring along old and damaged clothes to donate via 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. Also expect special guest DJs and other events to be announced nearer the time.
Hannah Carter from the #LoveNotLandfill campaign said: “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 second hand, 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.”
A survey by WRAP for #LoveNotLandfill found that 1 in 3 young people in London won’t buy clothes that have been worn by someone else – but 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 3 new items of clothing per year.
Charities such as Oxfam and Barnardo’s have hugely promoted buying second-hand instead of new in the past six months with campaigns such as #secondhandseptember and #SingleUseFashion which 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.
Samantha Bain-Mollison, head of retail at Shaftesbury, the landlord which has provided the space for the #LoveNotLandfill pop-up: “We love the work of #LoveNotLandfill and are delighted to be able to support them. We are dedicated to supporting environmental and sustainability causes throughout Seven Dials and think the #LoveNotLandfill pop-up will be an exciting activation with a great message.”
Mayor for Environment and Energy, Shirley Rodrigues, added: “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.”
The #LoveNotLandfill Pop-Up Store will be open from Thursday 14th November to Sunday 17th November at 47-49 Neal Street, Seven Dials, WC2H 9PZ.