Oxfam added a digital twist to one of its stores in London earlier this year — one to make high-end fashion stores envious. Take a smartphone picture of the QR codes attached to the tags on Oxfam’s items, and you’ll see videos of celebrities telling the stories behind their former pieces that were on sale. The store, called the Oxfam Curiosity Shop, was a pop-up shop this past spring within London’s Selfridges department store. It garnered all manner of celebrity clothing donations and some hand-picked vintage styles.
Proceeds from the sales go toward supporting Oxfam‘s charitable efforts. Big-name celebrities including Annie Lennox, Colin Firth, Helen Mirren and Kate Moss, donated pretty impressive clothing.
The shop paired with tech company Tales of Things to attach QR codes to every item. Potential buyers could scan the codes with their phones or with an RFID reader in the store. After scanning, a short video launched of a star explaining what the article of clothing means to them or where the money will go.
For example, scanning a code on a dress donated by Annie Lennox reveals that she wore it to Nelson Mandela’s 90th birthday party.