Oxfam UK has a new fashion-forward focus, changing consumers' perception of gently-used clothing with a new campaign and a trends report.

Oxfam UK has released a glamorous Spring 2012 lookbook to broaden the appeal of the charity's second-hand clothing. All articles showcased in the book are sourced from the charity's retail locations and online store. With its high-fashion presentation, the book should eliminate concerns of the more fashion-conscious that second-hand clothing is inherently frumpy or drab.

In line with the new initiative, the innovative organization will also supply all 500 retail outlets with a trends report, ensuring that all store merchandise is comparable to high-street fashions. These efforts should encourage stylish yet budget-conscious consumers to support the NGO by shopping at the second-hand stores. Not only do the shops serve as a source of funding for Oxfam's charitable work, but they also also reduce environmental impact by effectively recycling vintage and other second-hand items.

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