Renowned TV host and fashion influencer Prue Leith has traded her kitchen apron for a stylish cardigan as part of an exclusive Big Knitwear collection in collaboration with innocent, a popular drinks company, and Age UK. The collection, designed by House of Sunny, showcases vibrant cardigans and crewnecks adorned with innocent’s beloved fruits like strawberry, cherry, mango, lemon, and pineapple.
Expressing her enthusiasm for the campaign, Prue commented, “I’m thrilled to be involved in this initiative. The Big Knit initiative is more than just about tiny hats; it’s about aiding Age UK in promoting the well-being of older individuals. Now, it has evolved into a fruity-themed fashion line that is both colorful and playful.”
Fashion enthusiasts can participate in a giveaway on innocent’s Instagram page starting from October 21 to have a chance at owning one of these unique knitwear pieces. The Big Knit project, which began in 2003, has generated millions by having volunteers knit miniature hats for innocent smoothie bottles, with 30p from each bottle sale donated to Age UK.
Kirsty Hunter, innocent’s Chief Marketing Officer, expressed delight in the expansion of the Big Knit initiative through the fashion collaboration with House of Sunny, emphasizing the significant contributions made over the years to support older individuals. The collaboration aims to raise essential funds, initiate discussions, and highlight the impact of fashion in promoting social good.
Prue was joined by Age UK knitters Sue, Amarjit, Raksha, and Mahavash to model the knitwear pieces. Hannorah Lee, Age UK’s Director of Fundraising, commended the creative celebration of the Big Knit initiative, acknowledging the years of dedicated efforts from knitters nationwide in supporting older individuals and raising substantial funds.
The Big Knitwear collection will launch on October 21, with more information available on innocent’s website. Follow innocent on Instagram for a chance to win a fruity couture piece and donate to Age UK through the donation link on innocent’s website.