British Heart Foundation launches new campaign: The Big Stitch

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The British Heart Foundation has announced the launch of its new campaign, The Big Stitch. Shoppers will be encouraged to stop by a British Heart Foundation shop buy, and customize an item of their choice using sewing and dressmaking skills.

Before and after pictures of the upcycled clothing items can be uploaded to social media for the chance of winning a night out at a London West End show.

YouTube personality Just Jodes will be promoting the campaign with weekly tutorial videos for tips and ideas on fashion customization and upcycling. She’ll also offer style tips into how your new pieces can fit into your existing wardrobe.

Tutorial videos will also feature advice from Senior Costume Technician at the London College of Fashion, Jax Black.

Some examples of clothing customisations to consider include stitching a lace collar onto a dress, spray painting a denim jacket, and adding pom poms to a hat.

Research by the British Heart Foundation has found that almost 60% of Brits think that sewing is a dying skill with today’s generation and half admit they need to ask advice from their mothers to repair clothing.

Britons also spent over £2.5 billion fixing or tailoring clothes and £3 billion replacing repairable clothing last year. Every year hundreds of millions of clothing items are given away or thrown out due to an easily repairable fault.

The Big Stitch Campaign aims to help Brits learn sewing skills that can save them money and allow them to personalize their wardrobes with a new fun hobby.

The campaign will run from 1 July and the last date for competition entries is 31 July.