We’ve teamed up with mum, model and activist Kelly Knox to launch our #DiversifyMotherhood campaign. Kelly has been a longtime campaigner for diversity in mainstream media and high street fashion, asking for campaigns that relate to all body types. She recently welcomed her second child, and is fronting our maternity capsule collection; a curation of our favourite maternity pieces to take you through the nine months of pregnancy and beyond.
A dedicated and passionate advocate for diversity, Kelly aims to dismiss society’s preconceptions about disability in the fashion industry. Kelly is an influential model who has cornered the market with her twin notions of Self Love and Soul Purpose. Kelly is listed in the Power 100 - a celebration of Britain’s most influential disabled people and is devoted to motivating future generations to embrace their uniqueness and be body confident. With billboards, TV, editorials, campaigns, catwalks, panel talks and a TEDx under her belt - Kelly is a true pioneer in her field.
Kelly has been a long-time campaigner for diversity in mainstream media and on the high street asking for positive and powerful campaigns that relate to all body types “We are disabled by the physical barriers and attitudinal barriers of society. Messages in the media emphasise negative preconceptions about disability, which only adds to the stereotype. The whole narrative needs to change - to be given full and equal access and show the world what it means to be disabled in 2020. We all need role models, leaders and heroes to look up to, to enable us to dream that anything and everything is possible."
She adds “Pregnancy can be a vulnerable time for women, their body becomes something unfamiliar. I want to encourage all mothers to embrace their uniqueness and find empowerment in doing things their way. By embracing our differences, we can show our children the confidence and self-love they need to thrive in this world.”
Our 7-piece capsule collection has been selected from our recently launched spring maternity and nursing range. JoJo maternity designer Hilary Wells explains “This season we’ve focused on shapes. The capsule collection styles are all super flattering, designed to give you a boost of confidence during your pregnancy and show off your new curves!”
Kelly’s can’t-live-without items during pregnancy are “Maternity dungarees because they can’t fall down and good maternity bras, which JoJo have loads of! I’m looking forward to using them when breastfeeding as well. I breastfed my first son for two years and I’m hoping to do the same with my new baby.”
Find out more on our new dedicated maternity Instragam page @JoJoBébéBumps