John Lewis Partnership unveils new lifestyle brand
The Made With Care brand marks the start of a new design-focused collaboration created by people who’ve had experience of the care system
The John Lewis Partnership has unveiled Made With Care, the first design for a new lifestyle brand that will be curated with designers and creators who have grown up in the care system.
A year since the Partnership used its biggest platform – the annual Christmas advert – to help make children in care a national talking point, the Made With Care brand marks the start of a new design-focused collaboration created by people who’ve had experience of the care system.
The first product was designed by Michael Archibald, an 18-year-old aspiring artist from Glasgow who has experienced care. Archibald has crafted an inspiring piece of art to feature on a fashionable tote bag. He has worked with the John Lewis in-house design team and creative partners Saatchi and Saatchi to create his unique design.
Archibald said: “Creative industries are such a competitive field and being given the chance to work with such big companies makes me feel like I’m able to go places.
“I want more Care-Experienced people to feel this way. I’m so excited by the potential of Made With Care to give more people like me a platform to be creative and raise more awareness at the same time.”
He added: “The stars on the bag represent the brilliance of Care-Experienced people, and the surrounding clouds depict the love, care and respect these individuals need.”
Sharon White, chairman of John Lewis Partnership, 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.”
Franki Goodwin, chief creative officer of Saatchi and Saatchi, added: “From the very beginning the concept of Made With Care was underpinned by a smile and we’re incredibly happy, and proud, that our first piece of work for the UK’s most important retailer is the launch of an entirely new product line designed to harness the potential and talent of Care-Experienced People.
“This is so much more than advertising, it’s a commitment to the 100,000’s of people who have experienced the UK Care Experience system and the start of an incredible creative partnership.”
