Epiphany in contemporary British poetry is perceived by some poets and critics, often those who self-identify as being outside of the mainstream, as a uniform, coercive, teleological, and unchallenging literary mode. This article intervenes in these debates to show how mainstream contemporary poetry, like its more experimental and avant-garde counterparts, also disrupts the traditional epiphanic paradigm. Through new critical readings of selected poems from Alice Oswald’s collection Woods etc. (2005), this article argues for a reframing that comprises epiphanies of ‘brightness’ and ‘unfixity’ and resists a teleological reading of this deep-rooted literary mode. It proposes that these poems offer a new way of thinking about epiphany as an ongoing process of revelation in contrast to the more familiar and well-established singular moment of insight.