Oxfam celebrates 75 Years of Second Hand Style in new fashion campaign

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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.”

Other quotes:

Lucrecia Taormina (Director) quote: 

When I received the brief I was instantly drawn to it as it had a focus on Oxfam’s fashion. I was l inspired and excited by it;  having the opportunity to showcase not only the past but the future of Oxfam. 

So I created a story combining both (past and future) by assembling beautiful 50s to 2000s (We had a total of 27 looks) thanks to the amazing stylist Celia Arias, and swapping them using locked on stabilisation effect. 

The amount and rhythm of the outfit changes was determined by the fast pace tempo of our techno track. So for every high beat I had to work out how many outfit changes we needed for that specific era so we could plan every detail of every look

I was always certain that in order to shake up a bit the category we needed to have a techno beat at the centre of this idea and a super musical edit which my editor Ross Hallard did an incredible job at. 

The aim was to build a narrative that was charged with Gen Z authenticity, desirability and modernity pivoting around the 75 years of Oxfam stores. Portraying second hand fashion as high fashion. 

I was really lucky that I had the agency and especially the creative team Will & James full trust and support in creating a story that was totally different to what we normally see in the category, and also had my production company: Benji Landman, Paulette Caletti Enrique Soares Da Silva and everyone at Prettybird incredible support through out. Think the result ended up being something pretty unique. 



Oxfam | 75 Years of Style 
Featuring Kamila Iskairova 
Client: Oxfam 
Head of Retail Marketing: Rachael Huttly 
Marketing Manager: Jen Gale 
Ecommerce Marketing Executive: Stephanie Shaw 
Agency: Dentsu 
Executive Creative Director: Simon Lloyd 
Senior Creatives: Will Wright & James Morgan 
Producer: Alexis Myers 
Producer: Nicky Davison 
Account Director: Raffi Churcher 
Strategy Director: June Fong 
Production Company: PRETTYBIRD UK 
Director: Lucrecia Taormina 
Co-founder/ Executive Producer: Juliette Larthe 
Head of Production: Fiona Bamford-Phillips 
New Business Rep: Shiara Miranda 
Executive Producer: Paulette Caletti 
Producer: Benji Landman 
Production Assistant: Enrique Soares Da Silva 
1st AD: Joe Mulvihill 
Runner: Aljoe Joby 
Runner: Clara Coudoux 
Casting Agency: Lane Casting 
Casting Director: Hannah Ashby Ward 
Director of Photography: Jack Reynolds 
Focus Puller: Chris Starkey 
Clapper Loader: Callum Reeves 
Grip: Aubrey Pascoe 
Video Playback: Dayo Olufemi 
Gaffer: Shaun Waldie 
Electrician: Charles Power 
Electrician: Peter Kehoe 
Stylist: Celia Arias 
Stylist Assistant: Laura Clee 
Makeup & Wig Designer Natasha Lawes 
Hair/Make-up Artist: Kamila Forini 
Production Designer: Fred Allsop 
Editor: Ross Hallard 
Edit Producer: Tatyana Alexandra 
Edit House: Trim 
Colourist: Luke Morrison 
Grade Producer: Oliver Whitworth 
Grade House: ETC 
VFX House: Unit 
VFX Producer: Tania de Sousa 
VFX Artists: Ian Baker and Rob Ellis 
Sound Designer: Seb Bruen 
Sound House: Finger Music 
Thanks to Rivoli Ballroom, Panavision & Prolight for their support on the project. 

For further information please contact:

Head of Communications UK & EMEA, DENTSU CREATIVE


+44 07773131194


DENTSU CREATIVE is Dentsu International’s new and sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022’s Cannes Lions Agency of the Year, it is made for integration with Dentsu’s Media and Merkle networks through Horizontal Creativity. Led by Dentsu International’s Global Chief Creative Officer Fred Levron, 9,000 creatives across the globe work are connected to 34,000 media and CX experts to deliver ideas that Create Culture, Shape Society and Invent the Future. EMEA is the fastest growing region within DENTSU CREATIVE, bringing together over 2500 people in 29 markets, including centres of excellence in Brand, Experience, Entertainment and Earned Attention. The UK is the biggest market in EMEA.


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About Oxfam

Oxfam has 75 years’ experience championing second-hand. The first shop was opened in Broad Street, Oxford, in 1947 to raise money from the donations of second-hand items for the Greek famine.

Oxfam has more than 550 shops in the UK. By buying and donating your clothes through Oxfam shops, you can help to protect our planet, while raising money to help the poorest people around the world to escape the injustice of poverty.

Oxfam is a global movement of people all working towards the same goal – an end to the injustice of poverty. Together we save and rebuild lives in disasters, help people earn a living, and speak out on the big issues, like inequality and climate change, that keep people poor.