The Centre for Sustainable Fashion has curated three installations for a pop-up charity shop at Marks & Spencer in Marble Arch.
Marks & Spencer and Oxfam are opening a two-day pop-up charity shop in the M&S flagship store at Marble Arch, for 24-25 January. The pop-up shop will offer the public a chance to buy rare vintage M&S pieces as well as clothing donated by celebrities simply by ‘shwopping’ an item of their own. ‘Shwopping’ is a concept created by M&S and Oxfam to encourage people to donate or ‘gift’ unwanted clothing that will go on to be re-used, transformed or recycled. Sarah Farquhar, Head of Retail Brand for Oxfam, said:
“Oxfam shops are full of hidden treasures and we have regular shoppers who turn up week in week out to get their hands on the latest donations. But this time we are doing the rummaging for them; bringing the best of the shwopped items we have received over the last few months plus exciting celebrity donations straight to the public instead. It will be really exciting to see people browsing Oxfam clothing in the middle of an M&S store.”
In support of the ‘Gift Away, Don’t Throw Away’ campaign, the Centre for Sustainable Fashion has created three installations for the M&S Shwop Shop which can be found on display inside the Marble Arch store now. The three installations; ‘Transformation’, ‘Beautiful Layers’ and ‘Gift it Away’ are designed to encourage a new culture of ‘gifting away’ instead of throwing away, to draw on existing resources instead of wasting limited ones. You can see these installations in the Marble Arch store from today until January 25. Donators who visit the Shwop Shop will be able to tell the story around their gifted item and throughout the two days a tweeter in residence will be capturing the stories behind the clothes and broadcasting them via @shwopping.
MA Fashion Curation graduate Daniel Caulfield-Sriklad also worked on the project saying:
This project was a really great opportunity which allowed me to work closely with the wonderful team at the Centre for Sustainable Fashion. The turnaround for the project was very tight but it was great to learn that with a lot of hard work and being open to improvisation, within such a short period of time a concept can be successfully realised.