FASHIONABLE residents across the South East are encouraged to upcycle clothing as part of a month-long campaign led by The British Heart Foundation (BHF).

Shoppers are encouraged to take part in The Big Stitch, which will see residents pop into their local BHF shop, buy an item of clothing and upcycle it using their creative talent.

The charity aims to help shoppers become more sustainable after rescuing a massive 17,000 tones of unwanted clothes from going to landfill in 2018.

Debbie Dixon, retail regional director at the BHF, said: "The Big Stitch offer shoppers the opportunity to showcase their creativity and is sustainable for updating your wardrobe.

"By taking part it means we can continue to raise vital funds for research, which could transform the lives of 960,000 people in the South East living with heart and circulatory diseases."

The campaign begins on July 1 and customers will need to upload their before and after pictures by tagging the British Heart Foundation on Twitter, Instagram and on the facebook page, including the hashtag #TheBigStitch.

All of the photos will be uploaded onto the live online photo wall where residents can be in with a chance of winning prizes.

Debbie added: "I always look forward to seeing our shoppers injecting their own personal style into the items people kindly donate to us.

"It amazes me how easily a simple piece can be turned into something exceptional with some basic sewing and craft skill."

Winning entries will be announced the week commencing August 12.