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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.