What:  Oxford Street in London has launched its first sustainability awareness campaign to draw attention to urgent environmental concerns as well as positive changes being made by some of the street's shops.

Why it is important:  The purpose is to educate shoppers on how brands are responding to the climate crisis and encourage them to make small changes in their consumption habits through the purchase of sustainable products and from companies that are responsible.

The “Beyond Now,” campaign will kick off Sept. 15th and will highlight 30 high-street brands with a presence on Oxford Street including Nike, The Body Shop, Selfridges, Lush and John Lewis.

Fronting the campaign is author and presenter Candice Brathwaite, who has also curated a 50-piece Beyond Now capsule.

Retailers will also host in-store events all aimed at educating shoppers around sustainable consumption: New Balance will be offering free sneaker cleaning workshops; Selfridges is debuting a pop-up with secondhand clothing charity Oxfam and fashion editor Bay Garnet; while John Lewis is planning a two-day Sustainable Festival to highlight all the conscious products in its offer.

London’s Oxford Street Debuts Sustainability Awareness Campaign