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One woman’s fashion fundraiser raises £58,000 for CRUK & results in a book

A fundraising idea that saw one woman raise almost £58,000 for Cancer Research UK by wearing a different preloved outfit everyday for a year has resulted in a book publication, all profits from which will go to the charity.

Last January, Caroline Jones vowed to create 365 outfits from items bought or borrowed from Cancer Research UK shops to raise money for the charity in memory of her mother who had volunteered at her local shop before dying from breast cancer.

Caroline set up a JustGiving page and posted photos of her outfits on social media to enable friends and family to follow her fundraising journey. By the end of the year Caroline had gained 10,000+ likes on Facebook, 2,500+ followers on Instagram and over 1,400+ donations on her JustGiving page.


Why your supporters are wealthier than you think... Course by Catherine Miles. Background photo of two sides of a terraced street of houses.

Knickers Model’s Own: A year of frugal fashion is the culmination of Caroline’s year, and was released on 25th May, with a cover image shot by Rankin, and a number of well-known contributors including fashion designer Henry Holland, fashion blogger Olivia Purvis, and journalist Hannah Betts.

The launch party on 19th May saw Caroline joined by friends, family, journalists, photographers, and bloggers including Olivia Purvis, jewellery designer Anouska Woods, and celebrity hairdresser and The One Show’s ‘Street Barber’ Michael Douglas.

Cover of Knickers Model's Own

With 100% of profits from sales of the £20 book going to the charity, Caroline hopes to raise another £100,000 for Cancer Research UK.

Caroline said:

“I am so proud of my collaboration with Cancer Research UK and hope my book is picked up and enjoyed by all. It’s a book about my year of wearing nothing but pre-loved clothes in memory of my mum Mary, but also a style journey sharing my styling and shopping tips, reminding us all that there are amazing pre-loved gems just waiting to be discovered.”

Caroline’s future plans include working for Cancer Research UK on various projects including the launch of its eBay shop, as well as launching her own website, continuing to blog, and to dress in pre-loved clothing.

Knickers Model’s Own: a year of frugal fashion is on sale from 25 May 2016, priced £20 with 100 per cent of profits going to CRUK.  To order visit cruk.org/knickersmodelsown.