Clothes aren’t just about style — they’re a statement. A new Oxfam poll has revealed that half of UK adults believe fashion has the power to drive social change, with second-hand shopping leading the charge.
The survey, released to mark the close of Oxfam’s Second Hand September campaign, found that more than half (56%) of adults have worn clothing to make a political, social or cultural statement. Younger people are leading the movement, with two-thirds (66%) of under-35s saying fashion can spark change, compared to a third (34%) of over-55s.
Second-hand style on the rise
Sustainability sits at the heart of this shift. Almost 8 in 10 people (79%) see buying second hand as a way to make a positive difference, while 63% believe it helps protect the planet. Nearly half (48%) feel their clothing choices can directly shape the world they live in, and more than six in 10 (63%) say clothes help express their identity.
The appetite for pre-loved fashion is growing fastest among younger consumers: 62% of adults under 45 want to wear more second-hand clothing, compared to 42% of over-55s.
Fashion’s most powerful statement
When asked to choose the most iconic fashion movement, Brits voted the 1960s’ mini skirt—pioneered by Mary Quant and worn by icons like Twiggy— as the look that best symbolised women’s liberation and social change.
“Fashion has always been a mirror of society, a way to show what you stand for, and a tool to push for change,” said Nina Manandhar, author of What We Wore – A People’s History of British Style. “From mini-skirts to slogan T-shirts and Vivienne Westwood to today’s generation embracing second-hand fashion, clothing has always inspired and amplified social impact.”
Icons and activism
Scotland’s first Black supermodel, Eunice Olumide MBE, who is supporting the campaign, said: “Fashion has always been a powerful force to connect communities and drive change.”
Eunice Olumide MBE for Oxfam Second Hand September campaign 2025. Credit: Nick Andrews for Oxfam
“For me, it’s about strength. I recreated a look inspired by Black communities in the 1960s-80s, using finds from Oxfam. Fashion is choosing to dress for the world you want, making a statement about what you stand for.”
Cultural icons celebrated for using fashion as activism include the Spice Girls, John Lennon, Naomi Campbell and Jameela Jamil. Designers named most influential include Mary Quant, Vivienne Westwood, Stella McCartney, Alexander McQueen and Katharine Hamnett.
Beyond September
Oxfam’s campaign message extends beyond one month, with 43% of respondents believing second-hand fashion could one day replace fast fashion as the mainstream choice.
To learn more or shop second hand, visit Oxfam’s website or one of its 500 UK shops.
