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Oxfam has called on the services of quirky British actor Richard E. Grant to be the face of its latest ‘Second Hand September’ campaign.
Second Hand September was co-founded in 2019 by celebrity stylist Bay Garnett to inspire people “to shop in a way that is kinder to people and the planet”, and the latest campaign coincides with Oxfam’s latest ‘State of Style’ report, which reveals changing consumer habits and “the case for a different relationship with fashion”.
To encourage shoppers to consider choosing pre-loved over new, Richard E. Grant fittingly stars in the new ‘Be An Original’ campaign, styled by Garnett using unwanted clothes donated to Oxfam, “celebrating the fun and creativity of shopping second hand”.
Richard E. Grant shot by Sane Seven for Oxfam’s Second Hand September 2026 Campaign.
Soon to be appearing in popular TV show Celebrity Traitors, Richard E. Grant said: “My life-changing career break happened because I was wearing a second-hand coat I bought in an Oxfam shop. It was 1986 and I arrived for my ‘Withnail & I’ audition soaking wet and in a second-hand Burberry trench coat. It turned out I’d nailed the look for the part without even trying!
“I’ve always loved clothes that have lived a life before you; I still wear pieces I’ve owned for decades, items that belonged to people I love, and things I’ve discovered over the years – that’s why I support Second Hand September.
“Original style isn’t about buying more. It’s about finding pieces with a story, keeping them for as long as you can, and passing them on for someone else to discover. We’ve already got too much of everything. Reusing and upcycling clothing – second hand, vintage, call it what you like – just makes perfect sense.”
Richard E. Grant shot by Sane Seven for Oxfam’s Second Hand September 2026 Campaign.
The new Oxfam research highlights how quickly clothes can go from new to forgotten and the hidden water costs of fast fashion, with almost a third (32%) of clothes in British wardrobes not worn in the past year.
The campaign comes as Oxfam continues to champion the role of its high street shops, following recent “unfounded speculation” that the charity was planning to close 100 shops and warehouses.
Oxfam says it is not planning to close its UK shops (which currently total 500-plus) or warehouses, which remain at the heart of its second-hand offer, alongside its online shop, eBay operation, resale partnerships and new rental service.
Richard E. Grant shot by Sane Seven for Oxfam’s Second Hand September 2026 Campaign.
Rachel Cosgrove-Pearce, Oxfam’s Head of Retail Operations, commented: “Oxfam is the original second-hand retailer. We’ve been selling quality pre-loved fashion since 1947 and that success is down to people supporting our local shops.
“Every donation makes a difference, and while we’re grateful for the fantastic support we receive throughout the year, September is a particularly important time for our shops. We’re looking for plenty of good-quality clothes to help keep the rails full and give local shoppers a great choice of pre-loved fashion.
“Second Hand September is a brilliant reminder that small changes can have a big impact. By donating clothes you no longer wear, or choosing to shop second hand, you’re helping to reduce textile waste, support Oxfam’s work and do something positive for the planet.”
Oxfam continues to develop its second-hand retail offer, including launching a new rental service and eBay Live events in the summer. At its debut eBay Live last month, Oxfam sold every item, with more than 3,200 people tuning in.
Oxfam’s ‘State of Style’ report explores how people buy, wear and dispose of clothes today, and “what that means for people, communities and the planet”.