Open for two days, the space encourages shoppers to donate or ‘shwop’ an unwanted clothes to be re-sold, re-used or recycled by Oxfam, cutting waste and raising money for the charity.
Actress and supporter of Marks & Spencer’s initiative Joanna Lumley opened the store in Marble Arch, London this morning. Alongside the public’s cast-offs, a number of unrevealed celebrities have donated items from their wardrobes.
The Little Shwop of Horrors has been designed as a one-stop shop for Halloween fancy dress and features spooky decorations such as carved pumpkins and cobwebs. The retailer is encouraging shoppers to bring along an old garment to gain entry to the store.
A social media campaign has been launched to complement the experience, whereby Marks & Spencer encourage Twitter users to share their biggest 'fashion fear', using the hostage #ShwopOfHorrors.
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