Annie Sloan has partnered with Oxfam to create a new paint colour, which is launching today (12 October) to celebrate the charity's 75th anniversary
Commenting on it, she said: "The colour I created was inspired by the soft green fields of alliums I saw on my visit to Oxfam’s Ethiopian Seed Project. To me, it’s the colour of hope."
The new colour, 'Lem Lem', means the lush fresh growth in the language of the region, and will join the Chalk Paint™ by Annie Sloan range.
With 'Lem Lem' to be sold across the world, Annie Sloan has committed to raising £250,000 for Oxfam within three years.
'Lem Lem' has been inspired by fields of white alliums that Annie found while visiting a rural project in the south-east of Ethiopia. The field was a co-operative of women farmers, funded by Oxfam, who were realising their potential after being provided with loans to buy decent seeds and a proper irrigation system.
The women would grow the alliums for their seeds which would then be sold - this represented money and freedom.
Annie said: "What I love is when you look at the allium head from the region the overall impression is white, but then you realise there is green underneath, and green on the petals - a lovely muted green, it really is beautiful. I asked one of the women farmers, 'what does green mean to you?’ and she immediately said, 'Growth' and I thought that was fantastic. I feel that ‘Lem Lem’ is representative of my business - a celebration of the idea of female ambition, will and talent. I have visited an awful lot of smarty pants places all over the world, and stayed in very nice hotels, but those women in Ethiopia is what life is really about. People who are farming, doing things, dreams being fulfilled."
She said: "I just thought it would be wonderful to help. I feel very connected to Oxfam. They are based in Oxford like us and approached me to ask if I would like to do something with paint and the idea flowed from there. I am delighted to support the charity, it was very humbling to see first-hand how people are suffering amid the worst drought in 30 years on my visit."
You can find out more here.