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Curated pop-up to promote pre-loved fashion

Eco-fashion campaign #LoveNotLandfill is to open a charity pop-up store that champions and celebrates pre-loved fashion.

The store will open next month in Seven Dials, in central London. It will feature products sourced from charity shops and curated by fashion influencers. It will trade for just three days from 14 November.

Shoppers will be able to browse a Barnardo’s Collection by Emma Breschi; a Cancer Research UK Collection by She Wears Fashion; The Oxfam Collection by Elizabeth Whibley; The Royal Trinity Hospice Collection by Oenone, plus depop sellers Past Trash and Youth ID and a special menswear collection gathered from all the charities curated by sicckm8.

Each fashion influencer has chosen 500 items for the store, with all profits going to their chosen charities. The store will run an educational campaign about eco-fashion and provide a drop-off point for clothes to be donated, as well as mend and repair station for much-loved garments.

Hannah Carter from the #LoveNotLandfill campaign says: “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.”

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