‘ CULTIVATE YOUR INDIVIDUAL STYLE – HEAD TO A CHARITY SHOP’

the charity aficionado emma slade edmondson, founder of @charityfashionlive

when emma slade edmondson was growing up, her mum and nan would pass down their clothes to her. ‘I loved having these special, full-of-flair items that my peers could not possibly have,’ she says. ‘It was my gateway into shaping an eclectic sense of style that really communicated my personality.’

It was also her gateway into appreciating the joys of second-hand. ‘I love any piece of clothing with a story,’ Emma explains. ‘And I love quality pieces and fabrics with beautiful and unusual details, which means I have a natural penchant for vintage.’ Pieces from the ’50s and ’70s really make her ‘swoon’.

In her work as creative director and consultant, for the last decade Emma has focused on sustainable and ethical fashion, stemming from her desire to educate people about the impacts of fast fashion. Knowing that showing was more persuasive than telling, in 2015 she launched Charity Fashion Live, which recreated catwalk looks with charity shop finds.

Her latest project is working with Cancer Research UK to help rejuvenate their premium Marylebone store, making it a more considered, elevated environment befitting the excellent finds you can unearth there.

Over the years, Emma’s own standout charity finds include a ’50s Yves Saint Laurent cape ( picked up for £35 in Oxfam) and a Burberry trench ( The Red Cross). But, she says, the real bonus is bigger than the bargains. ‘It means you’re not being spoon-fed your style. You are challenging yourself to cultivate an individualistic style. And if you’re shopping from a charity shop, there’s the added feel-good element that the money you’re spending is going to a good cause.’ Cancer Resarch UK, 24 Marylebone High Street; emmasladeedmondson.com 