LONDON, 2014-10-3— /EPR Retail News/ — This year to commemorate the World War 1 Centenary, esteemed British designer Amanda Wakeley has partnered exclusively with Sainsbury’s to create two striking, limited edition tote bags in support of The Royal British Legion. To coincide with 2014’s Poppy Appeal campaign, the unique bags will go on sale in Sainsbury’s stores across the nation from 1st November 2014.
Inspired by military medals, the tote bags pay homage to the ribbons worn on the uniforms of the British armed forces. Stripes of honour are printed across the bags and embroidered onto the handles in patriotic bright reds and blues, whilst the trademark Amanda Wakeley A\W logo has been stitched on both sides of the bag.
Stylish and practical, Amanda’s well-loved staple ‘Ella’ tote was the inspiration behind the statement shape of The Royal British Legion shopper. The chic and versatile design is not only perfect for the weekly Sainsbury’s shop, but also a must have fashion item – great for weekend day trips, the school run, or the daily commute.
The Royal British Legion is a charity very close to Amanda’s heart, to this day she still wears the named dog tag bracelet that her great grandfather wore whilst in service. The detachable poppy tag charm on the bag is a reference to this treasured heirloom, handwritten with the poignant message “we shall remember them”.
Commenting on the collaboration, Amanda Wakeley said: “It was a genuine honour to be asked to design this bag, as The Royal British Legion is such a fantastic charity. The invaluable support that they provide to service men and women is truly heart-warming, and I am very proud to have taken part in this project”.
The Royal British Legion’s Director of Fundraising, Charles Byrne added: “Sainsbury’s has been a corporate partner of the Legion for over 20 years, and this support has helped us provide vital care to the British Armed Forces past and present, and their loved ones. We’re thrilled with the high level of support from Sainsbury’s this year and are extremely grateful for our growing relationship”.
The bags will be exclusively available in Sainsbury’s stores and online, retailing at £5 a bag with 100% of profits (at least 50p) of each sale going to The Royal British Legion.