Oxfam has launched a stylish new campaign to celebrate its heritage in second-hand clothing and confirm its place at the forefront of this fast-growing market.

Produced by creative agency Dentsu Creative, the film shows a young woman wondering what to wear for a night out, before she realises that Oxfam is the answer and takes to the catwalk in a succession of different outfits available from the charity.

The visually arresting advert uses a motion tracking VFX technique to alternate through different styles without the model breaking stride – showcasing Oxfam’s timeless styles through the decades. It ends with the line ‘75 Years of Second Hand Style’.

The campaign comes at a time of fast growth for the second-hand clothing market, with consumers looking for items that are more affordable and  less damaging to the planet – particularly in contrast to the fast fashion industry.

With its established heritage in second-hand fashion, built through its shops and online store, Oxfam is both an originator of the market and one of its leading brands. Every look in the film was sourced by stylist Celia Arias from the Oxfam Online Shop , and all were returned as purchasable stock.

As one of the founding members of the Ad Net Zero initiative, sustainability is a core objective of the dentsu network. Dentsu Creative therefore took on this campaign performing the creative and account management services pro bono, while working with director Lucrecia Taormina and production company PRETTYBIRD to achieve the stylish look and feel. The film will run across digital and social channels.

Rachael Huttly, Oxfam Head of Retail Marketing, said: “Oxfam has been selling second-hand fashion for more than seven decades, offering generations of UK consumers a way to shop sustainably for all that time. It’s so encouraging to see that second-hand is being embraced by increasing numbers of future-focussed shoppers, searching for stylish, affordable clothes that are doubly feelgood as they help to protect the planet while raising money for a better and more equal world without poverty. 

Will Wright & James Morgan, Senior Creatives at Dentsu Creative, said: “It’s not often you get to bring the worlds of fashion and environmentalism together, so naturally we jumped at the chance to work with Oxfam. It's been a collaborative effort from the very beginning and

the talents of so many have made something that seemed impossible happen. We couldn’t be happier with the outcome.”