High street heroes: how the humble charity shop is shifting clothes by getting creative

From fashion shows to secondhand socials, charity shops are now hubs of innovation when it comes to fashion waste – and even celebrities are jumping onboard

This was not your usual fashion show. First, I’ve rarely seen a more exuberant bunch of models – all unpaid volunteers living their best lives. Second, everything was secondhand, from a charity shop called Second Life in East Sussex. And third, half of it was sold that day, even the damaged pieces. Second Life’s annual fashion show, held over the summer, is just one of the creative ways the shop keeps its harder-to-sell clothing out of incinerators, landfill and developing countries’ illegal dumps.

This “buy direct from the catwalk” concept is something charities are increasingly adopting. At London fashion week this month, Oxfam’s show, styled by thrift queen Bay Garnett, saw pop star Sam Ryder, activist Katie Piper and costume designer Sandy Powell take to the catwalk in preloved boiler suits, capes and wedding dresses, which went on sale at its Vinted shop soon after. Charity Super.Mkt, a multi-charity department store for preloved fashion, hosts what it calls People’s Catwalks at festivals – the outfits are created from damaged garments, surplus stock and offcuts – and for Sustainable fashion week, the Salvation Army is holding a fashion show in its Swansea donation centre on 2 October. All the looks will be available to buy immediately afterwards.