Cheers Sweetie! Joanna Lumley Kicks of Marks & Spencer’s Shwopping Campaign
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.