Her timeless degenerate character may shop at Harvey Nichols, but Joanna Lumley’s latest round of activism is encouraging customers to donate their new clothes. Marks and Spencer kicked off its Shwopping Campaign last week with Ms. Lumley as its spokeswoman. Under M&S’ latest sustainability scheme, shoppers can swap any used or unwanted items at the company’s stores, which will then be resold or recycled by Oxfam. The goal should raise millions of pounds for Oxfam’s operations while diverting 1 billion items out of the United Kingdom’s landfills.

Textile recycling is a huge headache across the world, and hopefully this M&S campaign accomplishes both progress on waste diversion and helping those in dire need. And having Joanna Lumley on board is just an Absolutely Fabulous way of getting the message across that we should buy less and think about giving more. This is one of the more clever corporate social responsibility campaigns I have seen in a while, but Marks and Spencer has long been a sustainability leader.

Cheers sweetie! Learn more about Marks and Spencer’s Schwop Drop boxes in the UK here. Fashion, indeed, can be sustainable.

Photo courtesy Wikimedia and Nick Clegg’s office.

About The Author

Leon Kaye

Leon Kaye is the founder and editor of GreenGoPost.com. Based in California, he specializes in social media consulting and strategic communications. A journalist and writer since 2009, his work has appeared on Triple Pundit , The Guardian's Sustainable Business site and has appeared on Inhabitat and Earth911. His focus is making the business case for sustainability and corporate social responsibility. Areas of interest include the <a Middle East, sustainable development in The Balkans, Brazil and Korea. He was a new media journalism fellow at the International Reporting Project, for which he covered child survival in India during February 2013. Contact him at leon@greengopost.com. You can also reach out via Twitter (Leon Kaye) and Instagram (GreenGoPost). Since 2013, he has spent much of his time in Abu Dhabi, UAE, working with Masdar, the emirate's renewable energy company. He lives in Fresno, California.