Actress Amy Jackson launches Oxford Street’s sustainability awareness campaign, Beyond Now

Photo: Doug Peters/PA Wire

Actress and activist, Amy Jackson, has joined forces with Oxford Street to launch its sustainability awareness campaign, BEYOND NOW 2022, during the month that the nation comes together to mark Earth Day. In its second year, BEYOND NOW showcases the ever-evolving journey that some of the UK’s most beloved brands are on to create a brighter future for our high street, enabling us to shop more responsibly. To make positive change so that both people and the planet can flourish, the BEYOND NOW campaign continues to support Oxford Street’s ambition to become a leading, sustainable shopping district.

From Friday 22 April-Sunday 24 April, Oxford Street will launch its BEYOND NOW WEEKENDER – a jam-packed series of sustainability focused experiences, events and workshops, as well as the launch of responsible products and menus.

The schedule includes: As part of their Project Earth commitment to explore circular retail models and experiences, Selfridges offers resale, rental, repair and refill services. Visitors can dine at their new vegan restaurant, Adesse; ‘Jar and Fern Terrarium’ and sneaker cleaning workshops at Adidas; mini in-store events at Boots with a focus on plastic free periods, a recycling scheme and more; numerous activities in John Lewis & Partners including tastings of sustainable brands such as Black Cow Vodka and Belazu, and shoppers can recycle their empty beauty packaging to receive £10 off their next purchase; The Body Shop’s refill station is a must-visit featuring 12 best-loved shower gels, shampoos, conditioners and hand washes, plus the store has also introduced 40 shades of vegan Fresh Nude foundations made from 95% natural origin ingredients and housed in 100% recyclable packaging; an ethical tour of the Lush store offering behind the scenes product invention, insights and generous samples; shoppers can bag themselves a tote bag at Asics made from recycled store banners.

THE BEYOND NOW PROMISE – #mybeyondnowpromise

What’s more, Oxford Street is inviting Londoners, visitors and shoppers alike to join its collective commitment, #mybeyondnowpromise, by submitting their personal promises to drive change towards a brighter future, no matter how big or small. This could be anything from re-styling their wardrobe with a mix of old and new season buys to jumping on a bike for a shopping trip.

Those who submit a pledge will have the chance to win a responsible day out on Oxford Street during the BEYOND NOW WEEKENDER, including vegan brunch for two at Aqua Koyoto and £500 to spend in their favourite Oxford Street store. All shoppers have to do to enter is submit their #mybeyondnowpromise on the Oxford Street website.

Amy Jackson offers her promise: “As a lot of people might know I have been an advocate for a sustainable lifestyle for quite some time now, and whilst shopping is one of my biggest loves, so is looking after our planet. This Spring, not only do I want to re-visit some of my favourite looks from my wardrobe from the past 15 years because I don’t believe in wearing items just for one or even two seasons, but when I am shopping on Oxford Street for new season buys, I will make a conscious decision to look for vegan pieces that I can wear for years to come and that are made responsibly.”

As part of the campaign, Amy Jackson has curated her own Oxford Street BEYOND NOW Edit featuring 70 products across fashion, wellness and homeware. She has created a spring/summer fashion capsule collection from the responsible and conscious collections of over 20 Oxford Street brands. Amy has also curated must-have wellness and homeware edits featuring handpicked cruelty-free and recycled products. All products are available in-store throughout the campaign.

Luciana Magliocco, Oxford Street associate director, comments: “As we enter our second year of BEYOND NOW and launch our BEYOND NOW PROMISE, we encourage everyone to take small steps together in order to make great change. With our brands, partners, ambassadors and shoppers, we stand together with a commitment to drive positive changes in the way we shop and socialise.

“Our brands are looking to the future and reviewing their offering more closely in order to become more responsible. We are already seeing exciting developments in the way of new products, rental, refill and repair services. As an iconic shopping destination, we continue to endeavour to make a difference to people and the planet, and journey on towards a sustainable future.”