A FASHION model from Crewe has helped launch a new campaign for Cancer Research UK.

Chloe Lloyd has teamed up with TK Maxx and Cancer Research UK Kids and Teens to launch Give Up Clothes for Good, the UK’s largest and longest running charity clothing collection partnership.

The campaign launched on January 25 and runs through to 12 March, 2016, however donation bags are available in TK Maxx stores nationwide all year round.

As part of the campaign Chloe Lloyd was photographed by world famous photographer, Jason Bell, a long term supporter who helped launch the Give Up Clothes for Good campaign in 2004.

Other celebrities that have been shot by Jason Bell and are supporting the campaign this year are Aidan Turner, Ruth Wilson, Jack Fox, Josh Cuthbert, Matt Richardson, Zoe Hardman, Simon Callow.

Claire Rowney, director of Cancer Research UK Kids and Teens, said: “Thanks to campaigns like Give Up Clothes for Good, we’re able to carry out more research to help find better and kinder treatments for young people with cancer.

“Back in the 1960s, only around a quarter of children with cancer survived. Today, three quarters are cured and our work has been at the heart of this.

“We’d love to see as many people as possible getting involved with this campaign, which will help us raise money to beat children’s cancers sooner.”

Since 2004, the Give Up Clothes for Good campaign has raised more than £22 million for research funded by Cancer Research UK.

More than £18 million of that figure has contributed to pioneering research into children’s cancers.

TK Maxx is the biggest corporate funder of research into children's cancers in the UK, where around 1,500 children are diagnosed with cancer each year.

Donation bags can be picked up in any TK Maxx store though any bag will do.

The clothes donated will be sold in Cancer Research UK shops with all the money raised going to help fund research into children’s cancers.

For more information visit www.tkmaxx.com