British Heart Foundation launches The Big Stitch


British Heart Foundation Launches The Big Stitch, Challenging The Nation To Get Creative and Style Savvy

I am thrilled to be supporting and working with the British Heart Foundation on their first fashion led campaign. Continuing with my passion for upcycling and sustainable fashion I would love you all to get involved.

Surprising statistics released by the British Heart Foundation (BHF) for its Big Stitch campaign found that around six in ten (57%) Brits say that sewing is a skill that is being lost in today’s generation, with half of Brits (50%) having to ask their mothers to help fix their clothes. Sadly, I am one of those ladies!!!

It has also resulted in Brits spending over £2.5 billion fixing or tailoring clothes and £3 billion replacing items of clothing due to an easily-repairable fault last year. Around 260 million items of clothing were thrown or given away due to a fault that could have been repaired, with men giving away around six items per year and women chucking out an average of four items a year due to minor damage.

However, all is not lost as over half (55%) of Brits wish they could sew and six in ten (60%) are willing to learn the money-saving skill, including over half (55%) of all men, and the BHF’s Big Stitch campaign gives the perfect opportunity to either put into practice their sewing skills or learn how easy it is to personalise their wardrobe.

Throughout July 2017, the British Heart Foundation (BHF) will be launching a national campaign named, The Big Stitch. The campaign will encourage consumers to pop into a BHF shop, buy an item(s) and inject their own fashion flair to it.

With an extraordinary appetite for individual style growing, the BHF is championing sewing and dressmaking skills to encourage shoppers to stand-out from the fashion crowd.

For a whole month, The Big Stitch will challenge style seekers to put their own stamp on their wardrobe by encouraging shoppers to buy an item in-store and personalise it by practising sewing and dressmaking skills.

YouTube sensation, Just Jodes, who has over 160k subscribers and nearly 80K followers on Instagram, will be lending her support to the campaign. With a keen eye for fashion and style, she will be holding tutorials on her channel throughout the month to provide her tips on customisation and upcycling. Just Jodes will demonstrate her key style tips, showing how easily an item can become a wardrobe staple.

Just Jodes said, “I am thrilled to be supporting the British Heart Foundation’s Big Stitch campaign. I’ve always been a big fan of adding extra touches to my clothes and believe it’s a great way to refresh my wardrobe without spending money on new items. BHF shops have so many hidden gems and the best part is that every penny goes towards funding their life saving heart research. I can’t wait to see what shoppers create and will also be providing my own personal style tips throughout July!”

Participants will be encouraged to post their ‘before’ and ‘after’ pictures on social media throughout July, tagging the BHF and using the hashtag #TheBigStitch. All entries will be in with a chance of winning a special night out at a London West End show with Just Jodes for the winner and a friend.

With the fashion industry being one of the most wasteful in the world, the BHF wants to motivate all generations to see their shops as a one-stop destination for all their clothing needs, reminding shoppers that with over 750 shops nationwide, the vast fashion offerings at BHF shops give consumers easy access to buy beautiful, new and second-hand items while injecting their own style stamp. With basic sewing skills a thing of the past and with most wear and tear being easily-repairable, The Big Stitch will encourage friends, families and individuals to get crafty, be creative and learn invaluable skills using BHF shop stock, all while educating buyers that every purchased item helps fund the BHF’s vital life saving research into the UK’s biggest killer – coronary heart disease.

Jax Black, Senior Costume Technician at London College of Fashion said: It is great to see the BHF championing sewing and dressmaking skills. Making alterations, adding buttons, trims, embroidery and other decorative items to your BHF purchases are a great way to update your wardrobe this July.” London College of Fashion will be supporting The Big Stitch campaign with Jax Black joining Just Jodes in the online tutorials, showing her how to customise key trends with simplicity.

Allison Swaine-Hughes, Retail Operations Director at the BHF said: “We are really excited to see new and existing customers come into our shops and browse the vast fashion offerings we have on display. With clothing waste on the rise, our shops provide the perfect sustainable solution for everyone.

The Big Stitch campaign will give shoppers the opportunity to put into practice their sewing skills by buying a BHF item and learning how easy it is to incorporate individual style and personality with simple additions while helping our fight for every heart beat.”

From gorgeous dresses to floor length gowns, dapper shirts and striking jumpsuits, BHF shops continually showcase they are a retail destination at the forefront of style and at the forefront of research. Providing not only a daily selection of desirable items, but reminding shoppers that every item bought allows the BHF to carry out life saving research and continue the fight against heart disease.

The Big Stitch will launch from July 1st until July 31st. Entries using the hashtag #TheBigStitch and tagging the BHF will be automatically entered into a competition*. A winner will be selected and announced on Aug 1st.

So, come on everyone get involved, I can’t wait to see your photos.

For further information on The Big Stitch and information about how to locate your nearest BHF shop visit

Lots of love