To coincide with its Second Hand September campaign, Oxfam has opened its first superstore packed with bargain finds in Oxford. As more people become aware of the environmental issues associated with fast fashion, the demand for preloved clothing is surging.

Consumers’ changing priorities are forcing luxury brands to take stock of their impact, and display sustainable credentials. The Butterfly Mark is awarded by Positive Luxury to brands that meet sustainable and ethical criteria.

People are moving away from flashy fashion statements in favour of pared-back styles that could be deemed as more appropriate in the face of economic downturn. Amid lockdown, job losses, and a looming recession, understated style is replacing bold fashion brands and statements.

High-end fashion brands have generally not performed as well as fast fashion on transparency rankings. With exclusivity and a sense of mystique among the segment’s unique selling points, luxury labels have long been more comfortable with opacity. But could consumer pressure force a change?