Prue Leith models fruity fashion as Innocent's Big Knit campaign for Age UK returns
It began with tiny hats on the top of smoothie bottles, but this year, the Big Knit has expanded into fruity fashion - with a little help from Prue Leith
The TV presenter and style icon Prue Leith has swapped her apron for an eye-catching cardigan as part of an exclusive Big Knitwear collection for a new campaign, which drinks company innocent run in partnership with Age UK.
Designed by cult fashion label House of Sunny, the cardigans and crewnecks feature five of innocent’s favourite fruits - strawberry, cherry, mango, lemon and pineapple.
Prue said: “I’m delighted to be part of this campaign. The Big Knit has always been about more than little hats, it’s about helping Age UK support older people to live well.
“Now, it has been taken to a whole new, fruity level, with a fabulous fashion collection that’s colourful and fun.”
Fashion fans can try their luck at getting hold of one of the knitwear pieces via a giveaway on @ innocent, with drops landing from October 21.
The Big Knit has raised millions since its launch in 2003, with volunteers knitting miniature hats for innocent smoothie bottles, where Age UK gets 30p for every bottle sold.
Kirsty Hunter, innocent’s chief marketing officer, said: “We’re delighted to see the Big Knit step onto a bigger stage this year through our fashion line in collaboration with House of Sunny.
“For two decades, these tiny hats have raised millions to help older people live well. This year goes one step further, shining a light on the Big Knit in a bold way, raising vital funds, sparking conversations and reminding us all that fashion can do more than just look good, it can do good too.”
Age UK knitters Sue, Amarjit, Raksha, and Mahavash joined Prue to model the knitwear.
Director of fundraising at Age UK, Hannorah Lee, added: “It’s great to see the Big Knit celebrated in such a creative way. For over 20 years, thousands of knitters up and down the country have picked up their needles to support older people, raising millions along the way.
“This collaboration shines a spotlight on that incredible effort and helps remind people that even something as small as a hat on a smoothie can help Age UK be there for older people, and change how we age.”
Big Knitwear will go live on October 21. You can head to innocent’s website to find out more and follow @ innocent for your chance to win a piece of fruity couture. Entrants can also donate to Age UK through a donation link at innocentdrinks.co.uk.
