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Oxfam 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 came at time of fast growth for the second-hand clothing market, with consumers looking for items that are more affordable and environmentally friendly – 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 store, and all were returned as purchasable stock.