We wear black because a staggering 28% of Londoners live below the poverty line. 

For the past eight years, the Junior League of London has worked tirelessly to combat the effects of poverty in London through the Little Black Dress Initiative. Campaigners will join together and wear the same black outfit for five consecutive days from 11-15 October 2021, in order to raise awareness about the effects of poverty in London and the International Day of Eradication of Poverty (17 October). Since 2014, the Junior League of London’s Little Black Dress Initiative has raised over £155,000 to benefit local community partners and the League’s outreach and volunteer training programs.

Now, more than ever, community programs need your financial support in order to serve individuals attempting to recover from the harsh economic realities of the COVID-19 pandemic. According to statistics published by HMRC, the most deprived 20% of constituencies in London had an average furlough rate of 19% in January 2021, compared to a 15% average for the least deprived 20% of constituencies. The importance of privately-funded community and volunteer organisations like the Junior League of London will only increase. Please join us in supporting community organizations across London during this pivotal time by donating to this year’s Little Black Dress Initiative Campaign.

Get Involved

There are three ways to get involved in the Junior League of London’s Little Black Dress Initiative 2021 Campaign.

1. Sign-up to participate as a campaigner. Join us in wearing the same black outfit for five days and posting about the experience on social media in order to raise awareness and funds. Email LBDI@jll.org.uk for more information. Everyone is welcome to become a campaigner, you do not need to be a member of the Junior League of London.

2. Show your support by donating to the Campaign either through our JustGiving page here.

3. Raise awareness about the effects of poverty and the programmes that are seeking to end it by following the Junior League of London and our community partners on social media and liking and sharing Little Black Dress Initiative 2021 Campaign posts with the Initiative hashtags.

   #LBDI

   #JuniorLeagueLondon

   #LondonLBDI

   About the Little Black Dress Initiative

   The Little Black Dress Initiative (LBDI), is a week-long, digital advocacy campaign that uses the imagery of the iconic Little Black Dress to raise awareness about poverty and raise funds to support the work of the Junior League of London and our community partners.

   Participants wear the same black outfit for five consecutive days to illustrate the effects that poverty can have on an individual’s access to resources including professional attire and the far reaching toll this can take on confidence and professional opportunities.

   Since its inception in 2014 by the Junior League’s London branch, the LBDI has raised over £155,000 in London and the initiative has expanded to over 55 other Junior League chapters across the United States and Canada.

   The positive impact of this global poverty initiative is a testament to the Junior League’s mission to promote volunteer service, develop the potential of women and improve the community through the effective action and leadership of trained volunteers.