Jools Oliver’s using her mum-and-kiddo fashion label, Little Bird, to raise awareness of baby loss and help fund research into this devastating experience. Because she’s awesome.
Content Warning: This post discusses baby loss
Best-dressed rainbow babies
The entrepreneur and mum-of-five is on the cusp of launching a cute-yet-important initiative through the Mothercare nursery chain.
It’s an adorable onesie that not only looks lovely, it directs vital funds and awareness in an important direction, too!
“I’m so proud to be launching this gorgeous Little Bird ‘My Rainbow Baby Bodysuit’,” Oliver said.
“Tragically one in four women loses a baby during pregnancy or birth and when that happens it changes the lives of so many families.”
The term rainbow baby is used to describe a child born after a previous baby loss – or series of losses.
Part of the profits from the Jools-Mothercare collaboration will go to an organisation that supports and researches baby loss.
We are lightening a candle to mark the end of #babylossawarenessweek thinking of all the little babies that leave to soon and for all the incredible parents that bravely battle through their loss. May all their little stars shine bright ✨ xxx our candle as always burns bright for little Archie and our baby bean ❤️
Jools says her own experience of baby loss, as well as those of her friends made this project even closer to her heart.
“I had a miscarriage at three months, which makes you so worried once you are pregnant again – it makes it impossible to enjoy the early stages of the pregnancy,” Jools revealed.
“I had a close friend whose baby was stillborn, and I can’t even imagine how you begin to cope with something like that.”
Funding important research
The Jools designed bodysuit costs £8 (around $13 AUD) and £1 from each bodysuit sale will go to UK charity, Tommy’s.
Tommy’s focuses on research, support and awareness of miscarriage, premature birth and stillbirth. Jools says she’s honoured to be partnering with them on this helpful project.
“I’ve always been a supporter of Tommy’s,” Oliver told Vogue when asked about this collaboration.
“We jumped at the chance to do something; it makes complete sense.”
The suits go on sale on 16 February.