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HeadlineLove Not Landfill: The eco-fashion campaign making a stand against fast fashion

Short HeadlineFashion influencers curate charity pop-up shop

StandfirstThe Angel pop-up shop will feature the collections of a number of charities including Oxfam, Cancer Research UK, Royal Trinity Hospice and Crisis.

Against the backdrop of growing concerns about the climate crisis as the COP26 summit draws to a close, sustainable fashion initiative Love Not Landfill has opened a pop-up shop promoting pre-loved fashion to help fight the climate emergency.

The pop-up boutique, which has been curated by a number of fashion influencers including Shannon Alexandra and Ismail Stewart, encourages shoppers to ditch fast fashion in favour of pre-loved clothing.

A new generation of shoppers

In an interview with City News, Love Not Landfill campaign lead Ali Moore spoke about what she hopes to achieve through the charity-led initiative.

“We just really hope that people will come in and actively choose second-hand over new, because that’s one of the most important things that you can do.

“It’s those little actions that we can do in our lives everyday to help save the planet.”

With an estimated £140m worth of clothing being sent to UK landfill each year, there is little surprise that there is a growing call among consumers for fast fashion brands to take another look at their manufacturing processes.

But to what extent is affordability compromised by sustainability?

Targeted specially at 16 to 24-year-olds, initiatives promoting pre-loved fashion such as Love Not Landfill are not free from criticism. Many from the younger generation have drawn attention to the hefty price tags carried by vintage clothing, making it unaffordable for those from low-income families.

Speaking about the cost of pre-loved fashion, one shopper commented on the tendency of sustainable clothing brands to increase their prices as demand for an alternative to cheap clothing increases.

“I think at one point vintage clothing was affordable, but then when it got more popular the prices started rising and it got more expensive. Maybe too expensive.

“A lot of people can find [vintage] clothes that they like, but a fewer number of people who used to rely on second-hand clothing can do that now.”

Love Not Landfill will be open from 11 to 14 November at the Angel Central shopping centre on Parkfield Street, Islington.