March 17, 2014

Welcome to the Kids’ Shwop Boutique

Kids Shwop Boutique

Last month, the Unity team launched the ‘Love, Mum’ campaign – the latest instalment M&S and Oxfam’s Shwopping initiative.

In March we took it one step further and enlisted the help of our favourite, Joanna Lumley, and new Shwopping supporter, Alesha Dixon, to unveil M&S’ first ever Kids’ Shwop Boutique. The beautiful pop-up shop sold kidswear items donated by the UK’s top style icons and celebrity mums and raised additional funds for the Love, Mum campaign.

The Unity team outreached to influencers across the country (and ocean) and secured items of children’s clothes from the likes of Rochelle Humes, Peaches Geldof, Alex Gerrard, Zoe Ball, Rachel Weisz and Donna Air, to name a few. These were combined with the very best items Shwopped over 2014 and all priced between 99p and £50, giving these pieces the chance to be re-owned and re-loved by the British public.

The special, three day shop was housed within the M&S on Marble Arch and launched with Joanna and Alesha cutting the ribbon and announcing the boutique officially open to media, and the public.

The Kids’ Shwop Boutique secured 33 pieces of coverage, including 9 nationals, as well as supportive tweets from Rochelle Humes, Alesha Dixon and Zoe Ball. Looking forward to seeing a sharp rise in items shwopped at the next tally!