28 March 2022
Amy Jackson Launches Beyond Now 2022

Doug Peters/PA Wire

This year, our street-wide sustainability campaign BEYOND NOW will align with World Earth Day on Friday 22 April, and will see 30 of Oxford Street’s most iconic brands stand together with a commitment to drive positive changes in the way we shop and socialise, with a HUGE weekend of IRL experiences and the first of its kind responsible promise!

This campaign is bigger and better than ever before as the BEYOND NOW WEEKENDER comes to life along Oxford Street from Friday 22 to Sunday 24 April.  The WEEKENDER will be jam-packed as our brands offer shoppers innovative experiences, events and workshops to be enjoyed along our street.  Throughout the weekend, shoppers can also discover new responsible product launches and menus from our restaurants and hotels.  You can expect everything from the likes of, ‘make your own’ terrarium workshops at the Adidas Flagship, to ethical behind-the-scenes tours at Lush.

If you thought that couldn’t get any more exciting – you’re wrong, because we’re over the moon to announce that actor and activist Amy Jackson has joined forces with us as our official ambassador for BEYOND NOW 2022!  Amy has carefully curated a street-wide sustainable Edit of Spring/Summer fashion, as well as must-have wellness and homewhere.  All products will be available in-store on our street throughout the campaign, so visit Oxford Street from now until 24 April to pick up some responsible pieces.

Also brand new for 2022 is our #mybeyondnowpromise and we want YOU to join us in making a pledge to shop and socialise more responsibly.  Pledges can be big or small, whether it be cycling to work more or trying to cut down on single use plastics in your weekly shop – we want to hear about it!  Submit your #mybeyondnowpromise NOW and be in with a chance to win a responsible day out on Oxford Street, which will include a whopping £500 to spend at your favourite stores!

We’re so excited to see you all in real life this year, so lets stand united for change with our beloved brands as we create a brighter future for our high street, enabling us all to shop more responsibly.

BEYOND NOW WEEKENDER in-store highlights include:

Adidas Shoppers can take part in an educational sneaker cleaning workshop on 23 April. Each participant will leave with a free Adidas x Crep Protect Cure Kit.

They can also learn the history of terrariums, how to care for them and the ideal plants to fill them with at a ‘Jar and Fern Terrarium’ workshop. Having created their own little ecosystem, contributors will go home with their own terrariums. Visitors can use this QR code for more details.

Asics Shoppers can bag themselves a tote made from lightbox materials. ‘Banner to Bag’ is an Asics sustainable initiative born from the idea of giving a new life to the banners used for full price stores.
Aqua Kyoto For a special Japanese vegan brunch set to the beat of their house DJ, shoppers can head to Aqua Koyoto. The three course brunch is available every Saturday and Sunday. To accompany brunch, guests can choose between free-flowing cocktails or mocktails (Passion for Plants or Lychee Lemonade).
Boots Boots will be running in-store events throughout the BEYOND NOW campaign with a focus on plastic free periods, plus a recycling scheme will be in place where shoppers can bring five empty products back to receive Advantage Card points.

John Lewis & Partners


Numerous activities will be taking place in-store including tastings of sustainable brands such as Black Cow Vodka and Belazu, plus a recycling scheme where shoppers can bring their empty beauty packaging back to receive £5 off their next beauty purchase.
Lush Visitors can book an ethical tour of the store offering behind the scenes product invention, insights and generous samples exclusively stocked in the Oxford Street store from 14-24 April. The tour consists of: how their store design and materials used represent their sustainable values, an introduction to their ‘Naked’ packaging free concept, an overview of their fresh and handmade concepts, a shampoo bar consultation and gifting.
Nike Nike will be holding a repair and care shop on Earth Day. This service will offer members the ability to book a slot to have a damaged or defective Nike garment repaired, whilst receiving tuition on how to complete simple repairs on apparel from home (the service is £10).
Schuh Shoppers can sell their soles at Schuh, gaining £5 off a new pair when returning unwanted shoes. ‘Sell Your Soles’ supports the World Land Trust’s ‘Plant A Tree’ Programme. By donating in store, shoppers help reforest our planet. To date, over 9,000 trees have been planted.



As part of their Project Earth commitment to explore circular retail models and experiences, Selfridges supports customers to change the way they shop through resale, rental, repair and refill. ‘Selfridges Rental’ enables customers to rent collections, whilst their resale platform RESELLFRIDGES offers shoppers to buy or sell pre-loved fashion and accessories. Visitors can dine at their new vegan restaurant, Adesse.
The Body Shop The Body Shop’s refill station is a must-visit featuring 12 best-loved shower gels, shampoos, conditioners and hand washes, plus the store has also introduced 40 shades of vegan Fresh Nude foundations made from 95% natural origin ingredients and housed in 100% recyclable packaging.  Plus, the store has a Return.Recycle.Repeat scheme which caters to packaging that is traditionally classified as ‘hard-to-recycle’ (such as pumps, plastic pouches, pipettes, lip gloss tubes and mascaras), keeping them away from landfill or incineration and instead giving them a second life.
See you there!