Emilia Fox and mum Joanna David are helping to support the campaign

Emilia Fox and mum Joanna David are helping to support the campaign

It’s official, we’re turning into a nation of mini-mums, as latest research shows we look to our mum for style inspiration. 

In a world filled with celebrity fashion influencers and uber-fashion designers, surprisingly the typical British adult looks closer to home when it comes to advice over what to wear, with 70 per cent of us revealing we would trust the fashion advice of our mum over anyone else.

The study, conducted by Jacques Vert Group, revealed that 70 per cent of female adults take a lead from the Duchess of Cambridge and would favour a shopping trip with their mum, over their partner, sister or best friend. In fact we’re more inclined to go shopping with our mum than cook or watch television. 

And even half of us would have no problem in trusting our mum to pick out an outfit we knew we would like. 

Award winning British actress duo, Emilia Fox and her mum Joanna David are ambassadors of Mum & Me Coatwalk, a campaign focusing on the important things in life that mothers and children share, which is also committed to raising funds and awareness for breast cancer charity initiative Think Pink.

  • Joanna David said: “When Emilia asked me to join her to work with Jacques Vert Group on Mum & Me Coatwalk I immediately said yes!  As we grow older together we are getting more and more pleasure dressing up together, shopping for clothes and styling each other, and the beautiful campaign photography captures the bond between mother and daughter perfectly.” 

A surprising 65 per cent of adults consider they turn into their mums by the age of 30, with 42 per cent of those aged between 35 and 39 admitting they would be happy about this.

Emilia Fox said: “I love the change of the seasons and choosing the perfect coat is a real event for me every year.  It heralds cooler days, the chance to layer up and enjoy fashion again, there’s something intrinsically glamorous about winter style.  I’m delighted to work with Jacques Vert Group on the first year of Mum & Me Coatwalk, not just because the selection of coats is genuinely inspiring, but I get the chance to dress up with my mum.” 

Mark Aldridge, Marketing Director for Jacques Vert Group said: “We wanted to create a campaign to celebrate the unique emotional connection between mothers and their children. A mother can go from foe to best friend in a matter of seconds. From big issues, to small moments, from pride in each other, to caring for one another on so many levels, and thinking about each other when you’re apart. It’s this special relationship we wanted to capture, and to raise funds and funds and awareness for Think Pink, which is an incredible organisation that helps thousands of families affected by breast cancer each year. We are delighted to have Emilia and Joanna on board to launch the first year of the Mum & Me Coatwalk and hope they are a true inspiration to customers that share a similar bond.”


by for www.femalefirst.co.uk
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