There are few better feelings that finding a gorgeous piece that you can’t wait to add to your wardrobe – but when you can do that and make a big, positive difference to someone else’s life in the process, that’s surely peak sartorial joy.
Enter John Lewis & Partners’ new Style with Purpose campaign, a capsule collection curated by Instagram’s favourite editor and author Erica Davies – featuring pieces from both JL’s in-house brands like AND/OR and Kin, and external suppliers such as hush and Hobbs.
The range showcases the very best of the new season drops, with statement maxi dresses, wear-forever knitwear, accessories including shoes and bags and staples like the ultimate trench coat all included.
But what sets this edit apart is that for every item purchased, John Lewis will donate 15 per cent of the proceeds to Refuge, a charity that’s seen a huge surge in demand during the ongoing pandemic.
‘As a new season dawns, the question raised is: what does fashion mean now?’ a poignant statement from the store asks.
‘John Lewis & Partners believe clothes should inspire joy, stand the test of time and, most importantly, give back to the community. It is time for style to go hand-in-hand with substance and for thoughtfulness to be placed at the heart of fashion.’
Lisa King, director of communications at Refuge, says: ‘During the pandemic demand on our national Helpline has soared – we’ve received over 40,000 calls and contacts to date and that number continues to rise. Our services provide a lifeline to the thousands of women and children experiencing domestic abuse up and down the country today.’
While John Lewis’s final donation will ultimately be sizeable, it doesn’t take a huge amount for a serious impact to be made: £52 covers the cost of a night in a refuge for a woman and her children fleeing domestic abuse, and £110 will help fund the running of Refuge’s National Domestic Abuse Helpline for an hour.
The imagery for the campaign has all been photographed on a group of inspiring women – mothers and daughters, students, business owners and creatives – pictured either on their own doorsteps or in their neighbourhoods, reinforcing the underlying message of community and support.
Erica commented: ‘The Refuge donation is the most important part of the initiative for me. Life under lockdown has been tough for so many, but those in abusive environments have faced so much trauma. Buying clothes that will make you feel good, but also help someone else feel good is a true example of Style With Purpose. I am absolutely thrilled to be part of this incredible campaign.’
Kin Angled Seam Jersey Dress, £59, SHOE THE BEAR Agda Pony Skin Leopard Print Lace Up Hiker Boots, £170, Mother of Pearl Organic Cotton Denim Jacket, £99, John Lewis & Partners Jersey Wide Leg Trousers, £45
The John Lewis Style with Purpose collection is available online and in stores now, with a second drop scheduled for October.