John Lewis Partnership unveils first product from new Made With Care brand
The John Lewis Partnership has released its first design for a new lifestyle brand collaboration created by people who’ve had experience of the care system.
The first product under the Made With Care brand has been designed by Michael Archibald, an 18-year old aspiring artist from Glasgow, who has crafted an inspiring piece of art to feature on a tote bag. This involved him working with the John Lewis in-house design team and creative partners Saatchi & Saatchi to create his unique design.
Queralt Ferrer, John Lewis director of design for fashion, said: “We set out to design a tote bag, but beyond that, our brief to Michael was very open. We could see he has a keen eye for aesthetics, and the ability to create authentic and captivating designs. His eye-catching final design effectively conveys the message of Made With Care – the stars symbolise the individuals growing up in care, surrounded by the support that the program provides.”
Made from 13 recycled bottles, the bag will be available in Waitrose and John Lewis stores from 11 December. Profits from each £12 bag sold will go to the Building Happier Futures fund, helping to achieve the partnership’s target of £1.1 million for 2023.
Archibald was selected to participate in Made With Care after applying through Who Cares? Scotland, John Lewis Partnership’s charity partner.
Sharon White, John Lewis Partnership chairman, said: “Made With Care will give a creative platform for brilliantly talented Care Experienced people to shine. Not only will each design reflect a poignant and unique story, it will also give customers the opportunity to purchase beautiful products that have meaning behind them.”
Last year, the partnership used its annual Christmas advert to help make children in care a national talking point. In recognition of the life changing campaign supporting foster children, the partnership was presented with the Spirit of Excellence award at The Retail Bulletin’s People in Retail Awards last month.
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