F Word's editor-in-chief, Maisie Daniels, comes on board as the creative lead for sustainable knitwear brand FUND's latest campaign, which see's brand founder Rachael Howard raise awareness for brain injury charity Style For Stroke. Pairing up with London-based photographer Gray Brame, the team creates a '90s-focused story that injects playful backdrops to match the bright, bespoke jumpers and embroidered slogans in contrasting red, pink, yellow, blue, green and black.
Rachael states: “I started FUND with a simple mission - to do good and have fun doing it. I believe that fashion should be fun but also meaningful, and that it should be made to last a lifetime so that each jumper becomes an heirloom of the future, an investment in ourselves. Nick and I designed the range to bring joy into people’s lives and to celebrate bold self-expression in a new and playful way. Creating stories through stitches and supporting the tireless work of this amazing charity. It’s not about being fashionable it’s about standing for something you believe in.”
All profits from the sale of jumpers will go to Style For Stroke Foundation, which this year will be supporting Hollywood actress Emilia Clarke’s brain injury charity Same You, and InterAct Stroke Support, which uses professional actors to deliver stimulating readings in person, in stroke units and hospitals, to support those with brain injury and aid their recovery.
The Style For Stroke x FUND ‘Jumpers For Joy!’ Collection is available online now at www.fundjumpers.com.