Fashion legend shoots for sustainable fashion

Iconic photographer Rankin has launched Shelter’s sustainable fashion campaign.

Homeless charity Shelter has enlisted the help of iconic photographer, Rankin, to launch a bold new awareness campaign, promoting sustainable fashion and its 77 charity shops across the UK.

The ‘Less is More’ campaign celebrates the environmental and style benefits of buying second-hand, saying ‘people can be less throw out and feel more knock out’.

To mark the launch, fashion legend Rankin – famous for his high-end editorial work and intimate celebrity portraits – has created a series of images exclusive to the housing and homelessness charity. Using items sourced from Shelter stores, the upbeat photographs capture the joy of unearthing pre-loved gems and promote some of the amazing vintage treasures on offer.

Rankin says, “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 their shops and this campaign.”

Shot in natural light and featuring two models in a range of outdoor settings, the images will be used to bring the campaign’s key aims to life; raising awareness of the growing sustainable fashion movement; highlighting Shelter’s work; and reinforcing the importance of giving and buying second-hand goods.

An exhibition of the images will go on show at Shelter’s Coal Drop’s Yard store, in King’s Cross, London, until mid-May.

Rankin, who donated his time for free, explains, “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.”

The campaign will go on to encourage people to share their own thrifted finds on social media, using the hashtag #ShelterShopFind.

Shelter’s Assistant Director for Retail, David Cryer, said, 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.”

Find out more about the campaign and Shelter stores here.

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