Link to download images: https://www.contenthubsavethechildren.org/Package/2O4C2SDBMHUK

• Save the Children’s ‘Jazz Your Jumper’ store at Westfield London will help shoppers inject some festive colour into their knitwear collection
• The store is opening following research from the charity which found over a third of Londoners admit to wearing black most days of the week
• Research also showed just under seven in ten (69%) Londoners admitted to owning at least one item of clothing they have never worn

Alexandra Burke has today launched a vintage jumper and upcycling pop-up store at Westfield London, as part of Save the Children’s annual Christmas Jumper Day campaign which will take place this year on 8^th December 2022.

The singer and actress was photographed adding the finishing touches to her personalised ‘Elf in the Room’ jumper, in a humorous nod to her iconic ‘elephant in the room’ meme.

The ‘Jazz Your Jumper’ store will help the capital’s shoppers to inject colour and personality into their Christmas knitwear collection, as almost a third of Londoners admit to wearing black most days of the week. ¹

Professional upcyclers will be on hand to adorn visitors’ threads with a wide variety of bespoke Christmas designs using the latest heat transfer technology. Anyone without a jumper of their own will be able choose from hundreds of pre-loved designer options available in the store, donated by second hand fashion retailer Thrift +.

With almost 70 per cent of Londoners owning at least one item of clothing that they have never worn², the charity is urging the nation to upcycle their existing knitwear or buy a second-hand jumper instead of purchasing anything new, to help make this the most sustainable Christmas Jumper Day yet.

Alexandra said:

“I’ve had so much fun jazzing up my jumper today. My once boring and never worn sweater is now fun and colourful. I couldn’t decide whether to add baubles, bells or tinsel – so I went for all three!

“Since becoming a mum I’m now more aware than ever of the challenges that children and babies can face, both here in the UK and around the world, so I’m extremely proud to be partnering with Westfield London and Save the Children whose work helps children reach their full potential.”

Kate Bishop, Head of Retail at Save the Children said:

“Christmas Jumper Day is all about making the world better with a fun and fabulous sweater! This pop-up is the perfect opportunity to give a new lease of life to that jumper you have lying at the back of your wardrobe or grab a pre-loved one in need of a new home.

“With the cost-of-living crisis continuing to bite, we’re also encouraging children to come along and jazz up their school jumpers for free with a selection of removable festive decorations. Christmas Jumper Day is for everyone, regardless of whether you have a new jumper to wear.”

Katie Wyle, General Manager at Westfield London said:

“Consumers have become increasingly conscious about shopping sustainably, especially when it comes to their clothing choices, with circular fashion leading the way. We’re therefore proud to be partnering with Save the Children and Thrift+ for the Jazz Your Jumper pop-up at Westfield London to offer our visitors a brilliant solution to getting involved with Christmas Jumper Day this year, while being sustainably minded and supporting children around the world.”

This Christmas Jumper Day is set to be the most sustainable yet.  Every item used to design the Jazz Your Jumper store will be re-used by Save the Children, distributed to one of its shops across the country or recycled. Beautiful faux Christmas Trees that frame the space were generously rented to the charity by Twilight Trees.

Children who bring a school jumper to the pop-up will be able to get creative and jazz up their sweater for free. For adults, both the jumpers on sale and upcycling will carry a small minimum donation to Save the Children, with all proceeds from the store going towards keeping children in UK, and around the world, safe, healthy, and learning.

Joe Metcalfe, CEO and Founder of Thrift+ said: 

“Making use of clothes you already own, or getting a pre-loved Christmas jumper is a brilliant way to get into the festive spirit . We’re delighted to support Jazz your Jumper with quality-checked pre-loved jumpers that mean visitors can both save money and avoid buying ‘new,’ helping to prevent fashion waste.”

Jazz Your Jumper, powered by Save the Children and Thrift+, can be found on the ground floor of Westfield London between Superdry and Footlocker from 10am – 9pm, Tuesday 6 December – Thursday 8 December.

To take part in Christmas Jumper Day, get together with friends, family, colleagues or classmates, throw on your favourite second-hand sweater on Thursday 8^th December, and donate £2 (or £1 for kids) to Save the Children.

For every £1 donated, the UK Government will double it up to the amount of £2 million to help mothers and babies thrive in some of the most rural communities in Kenya.  All other funds raised will help some of the most disadvantaged children in East Africa, across the world, and in the UK, get access to food, healthcare and education.

To find out more and sign-up, visit https://tinyurl.com/2r9bndwm

Notes to Editors

¹  ² The research for Save The Children was carried out online by Opinion Matters throughout 21/11/22 - 23/11/22 amongst a panel resulting in 2001 UK adults, aged 18+, responding. All research conducted adheres to the MRS Codes of Conduct (2010) in the UK and ICC/ESOMAR World Research Guidelines. Opinion Matters is registered with the Information Commissioner's Office and is fully compliant with the Data Protection Act (1998).

To sign up to Christmas Jumper Day, visit – www.christmasjumperday.org where you can also find the latest information about how to take part. Donate as much as you can, even a little will go a long way as this year the UK government will double all donations, up to £2 million.