75 Years of Second Hand Style - Director’s Cut

PRETTYBIRD Director Lucrecia Taormina has directed a new fashion campaign for Oxfam. Oxfam launched the stylish new campaign to celebrate its heritage in second-hand clothing and confirm its place at the forefront of this fast-growing market.

Produced by creative agency Dentsu Creative, the film, directed by Lucrecia Taormina through production company PRETTYBIRD, shows a young woman wondering what to wear for a night out, before she realises that Oxfam is the answer and takes to the catwalk in a succession of different outfits available from the charity.

The visually arresting advert uses a motion tracking VFX technique to alternate through different styles without the model breaking stride – showcasing Oxfam’s timeless styles through the decades. It ends with the line ‘75 Years of Second Hand Style’. The campaign comes at a time of fast growth for the second-hand clothing market, with consumers looking for items that are more affordable and less damaging to the planet – particularly in contrast to the fast fashion industry.

With its established heritage in second-hand fashion, built through its shops and online store, Oxfam is both an originator of the market and one of its leading brands. Every look in the film was sourced by stylist Celia Arias from the , and all were returned as purchasable stock.

As one of the founding members of the Ad Net Zero initiative, sustainability is a core objective of the Dentsu network. Dentsu Creative therefore took on this campaign performing the creative and account management services pro bono, while working with director Lucrecia Taormina and production company PRETTYBIRD to achieve the stylish look and feel. The film will run across digital and social channels.

This is the first advertising campaign directed by Lucrecia Taormina since she signed with PRETTYBIRD in August. Lucrecia’s star has been in the ascendent as a director to watch since she won the Best Pop Newcomer award at the 2019 UKMVA’s.