The “One Day Wardrobe Clearout” invites shoppers to bring unwanted clothing into its stores on Wednesday 8 September, which will then be given to Oxfam to resell.
Any customers donating M&S branded clothing will be given a £5 M&S voucher to spend.
An advertising campaign, fronted by Lisa Snowdon, will promote the day and M&S brand ambassadors Twiggy, Ana Beatriz Barros and Dannii Minogue have all donated clothes to the scheme which will be sold on Oxfam’s online store.
Wardrobe Clearout day builds on the existing Clothes Exchange partnership between the retailer and charity which sees Oxfam giving M&S vouchers in return for donations of M&S clothes to its charity shops.
The scheme is part of the retailer’s involvement in the Prince of Wales’ START campaign, which aims to help consumers lead more sustainable lives.
M&S hopes to raise £1m for Oxfam and reduce the amount of clothing sent to landfill.
The press, online and in-store ads, created by RKCR/Y&R break on Sunday (5 September).