HATS THE WAY I BIKE IT
Milliner Stephen Jones teams up with Cravendale and creates the first high fashion cycle helmets for Sport Relief
• Exclusive haute couture bike helmets by Stephen Jones unveiled today on the head of model Jodie Kidd
• Avant-garde headgear was commissioned by Cravendale milk which is fuelling the fun of Sport Relief 2014
• The imaginative helmets draw inspiration from the world of sport, with each representing one of the running, cycling and swimming events of Sport Relief
The master millinery skills of Stephen Jones are usually reserved for the heads of royalty, Rihanna or Lady Gaga. But after today, Britain’s most famous hat maker could be receiving commissions from the who’s who of the cycling world too. That’s because Jones has created the world’s first-ever high-fashion bicycle helmets.
The unique sporting headgear, officially unveiled today on the heads of fashion model Jodie Kidd and her partner David Blakeley, was commissioned by milk brand Cravendale to raise awareness of its limited edition Sport Relief bottles, which raise money for the charity.
The three unique helmets all include intricate handcrafted acrylic sculptures designed to give the effect of giant splashes of fresh Cravendale milk. Sitting atop each of these sculptures is an eye-catching athletic embellishment that takes inspiration from the Games – including a real red running shoe, blue swimming goggles and even a green bicycle wheel.
From concept to construction, the haute couture cycle helmets took more than 50 hours of millinery to complete and fans of the designs will be able to see the marvellous craftsmanship that has gone in to each one when they’ll be on display at the Queen Elizabeth Olympic Park, London on Sunday 23rd March.
Commenting on the designs, Stephen Jones said: “When I was approached by Cravendale to create these cycle helmets it seemed like a marvellous opportunity to raise awareness of a fantastic charitable cause and posed an interesting creative challenge: how to turn pieces of sporting headgear into examples of haute couture millinery.”
“Ultimately I wanted these cycle helmets to reflect the fun, family spirit of Sport Relief, while also being bold style statements. With these three designs, I think we’ve certainly achieved that.”
Model Jodie Kidd added: “I have worn some quirky creations in my time as a model, but an haute couture cycle helmet has to be one of the most out-there. When I saw the designs, they really made me smile and it just seemed like a fun way to encourage people to join in the fun and games with Sport Relief this year.”
Cravendale Brand Manager, Sophie Macaulay said: “At Cravendale we are fuelling the fun in this year’s Games. Cycling is a great sport that all the family can get involved in and we wanted to remind people just how fun it can be in a truly original way. I think it’s fair to say that working with Stephen Jones to create the world’s first range of high-fashion cycle helmets ticks that box!”
“Stephen’s fresh thinking has really captured the marvellousness of Cravendale with these amazing designs and Jodie models them like no other. I hope they can bring a smile to people’s faces and inspire the nation to take part in Sport Relief.”
Cravendale has pledged to raise over £250,000 for Sport Relief, with a donation being made for every bottle sold. Pick up your limited edition ‘Let’s Do Something Marvellous’ Sport Relief bottle at supermarkets nationwide.