Homelessness charity Shelter has partnered with renowned photographer Rankin to showcase its sustainable fashion offering available across its 77 charity chops nationwide.
‘Less is More’ will celebrate the environmental and style benefits of buying second-hand clothing, centred around the tagline: ‘people can be less throw out and feel more knock out.’
Freely donating his time for the campaign, Rankin has shot a series of exclusive images for the charity, which are set to go on display at Shelter’s Coal Drops Yard store in King’s Cross.
“Access to a safe and secure home should be a basic human right, so I am delighted to be able to lend my support to Shelter – and the amazing work they’re doing in their shops and this campaign,” Rankin said.
Subscribe to Marketing Beat for free
Sign up here to get the latest campaign news sent straight to your inbox each morning
“These images help share the joy of buying pre-loved pieces. The images we’ve created encapsulate the sense of creativity and freedom that comes from finding pre-loved treasures. The campaign aims to highlight Shelter stores and the importance of their commitment to sustainable fashion.”
Running from 2 – 10 May, the images will be used to bring the campaign’s key aims to life and raise awareness of the growing sustainable fashion movement.
Shelter assistant director for retail, David Cryer added: “We’re thrilled to announce this extraordinary collaboration with such an iconic British photographer. Our shops offer sustainable style for all and the Less is More campaign brings that to the fore – marrying fashion, sustainability, and social impact.
“We were keen to show off the beauty of second-hand finds – which give shoppers the chance to find a look that’s unique to them and make a real difference in so many ways.
“With record levels of homelessness, rising rents and more children forced to grow up without a safe home, our charity shops have an important job to do. Every time you shop with Shelter, you are supporting our fight for home.”
