ABOUT

Oxfam is celebrating 75 years of secondhand retail. We created this film to highlight the multitude of affordable upcycled styles that can be purchased through their physical and virtual stores.

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.

Will Wright & James Morgan, Senior Creatives at DENSTU 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.”