Mary Queen of Westfield

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TV star opens exclusive charity shop

An exclusive charity shop which has opened up in The Village section of Westfield made an incredible £4,000 in its first hour of opening and £12,600 by the end of its first day.

The 'Living and Giving Shop' was set up by fashion guru Mary Portas as a way of raising money for charity. But unlike traditional charity shops, the Westfield store specialises in upmarket and exclusive items and is determined not to be seen as a dumping ground for rejected old clothes.

Portas, who is the star of BBC Two television show Mary Queen of Shops, is trying to encourage fashion-savvy readers of Grazia magazine to give their designer clothes to the Living and Giving Shop for free.

Grazia have also asked the good and the great, as well as designer brands, to pass on their exclusive fashion items too. So far, Sarah Mower of American Vogue has offered some exclusive designer goods, Prada, Burberry, Mulberry, Luella Bartley and Savannah Miller have offered clothes while presenter Brix Smith-Start has donated a work of art and a Miu Miu skirt suit.

The store, which is on the second floor of the Village, is being staffed by celebrity volunteers, celebrity ambassadors, Grazia staff and charity helpers along with handpicked fashion designers, writers and stylists invited by Grazia.

As well as designer and high street fashion items, the shop is selling books, music, art and whatever else Portas deems to be good enough. But anything that doesn't make the grade won't find its way onto the shop floor. Portas has also asked her friends at West London's chicest nursery, Petersham Nurseries, to sell plants, herbs and flowers.

All the money raised will go to three key national charities: Save the Children, Mind and Trees for Cities, which works with local communities on tree-planting and landscaping projects.

The shop space has been been donated by Westfield free of charge.

It will remain open until Saturday 27 June.

6 June 2009