It feels like everything parenting brand Selfish Mother touches right now turns to gold – even the groansome Christmas jumper...
The label, founded by mother of two and fashion journalist Molly Gunn, has collaborated with Save The Children, as well as a host of famous faces, to create a festive sweatshirt we’d like to wear all year round. Poppy Delevingne, Karen Elson, Laura Bailey, Erin O’Connor, Immy Waterhouse and David Gandy all had a bash at coming up with their own arresting slogans for the sweatshirts shot by leading photographer Greg Williams. Top of our Christmas list? Poppy’s ‘Cracker’ jumper, which, as its creator says: “I would encourage everyone to buy, because who doesn’t want to look like a cracker?” Next is Erin’s ‘Off duty elf’. “The sweaters really are the perfect way to add some Christmas fun into your wardrobe,” the supermodel explains. “It is a great feeling to know that we are making a difference and improving children’s lives around the world and by purchasing a jumper from the collection you can too.” Selfish Mother has become one of Britain’s leading kitchen table start-up success stories. What started as a blogzine in 2013 to break down the pressures of being the ‘perfect parent’ (the best posts have been collated into ‘The Mother Book’) has grown into a powerful platform read by 10,000 people each day with more than 2,000 writers sharing their take on parenthood. Its clothing brand #GoodTees – so named because it looks good and does good – with its solidarity slogans such as ‘Winging it’ and ‘Super Woman’ has raised £209,000 for UK and international charities and is sold exclusively online at TheFMLYStore.com and in John Lewis. Now Selfish Mother has teamed up with one of the world’s leading charities helping children in 120 countries, with 50 per cent of the £45 price tag going to Save The Children. It has also given us the perfect style to wear on the charity’s annual Christmas Jumper Day (which this year is on Friday 16 December) where everyone is encouraged to dress up in a festive knit and donate to save children’s lives. I know we can’t wait to try these on for size. Words: Claire Brayford | Shop the collection at www.thefmlystore.com