Daisy Lowe swaps catwalk for indie window on Small Business Saturday

British model Daisy Lowe joined the mannequins in the window of a London vintage boutique, modelling a series of vintage dresses to show her support for Small Business Saturday.

American Express, founder of Small Business Saturday in the U.S. and supporter of the U.K. campaign, enlisted Lowe to help shine a spotlight on small businesses in the busy Christmas shopping period by showcasing the wares of dresses and accessories at Pennies Vintage.

The unusual window display was one of thousands of events and special promotions taking place as the UK celebrated its second ever Small Business Saturday.  Indies across the country marked the day with everything from free oyster tasting sessions (by Fish at 85 in Cardiff) to commissioning a local artist to create a bespoke mural in a shop window (Found in Bath) and offering passers-by specially made molten chocolate cups (Bellina Chocolate House in Cambridge).

Of her unusual modelling assignment, Lowe commented: “I’m normally asked to model for big brands but I jumped at the chance to do a modelling assignment for a small shop.  I love to pick up the one-of-a-kind gems and locally sourced produce that independent stores do so well and I hope others will be inspired by Small Business Saturday to show support for their local small shops too.”

Pennies Vintage owner, Oliver Ross, added: “We were elated to have one of the country’s best-known models not only wearing our clothes and accessories, but showcasing them in our window. Many local shoppers reacted with amazement as well. Small Business Saturday is invaluable for small shops like ours, and I hope people across the country will be shopping small today and in the lead-up to Christmas.”

In addition to Daisy Lowe, American Express enlisted other Shop Small Supporters to help raise awareness of the Day: artist Sir Peter Blake created a new piece of celebratory artwork featuring shopkeepers from across the country and filmmaker Heidi Greensmith produced SATURDAY, a short film that shows a day-in-the-life of three independent businesses.