We catch up with Josie Naughton, Founder and CEO of the groundbreaking charity Choose Love
Josie Naughton, has redefined what it means to support refugees and displaced communities. This global humanitarian movement provides essential aid and services, from food and shelter to medical care and legal support, while championing compassion and solidarity.
Although valentines day might have been and gone Lulu Guinness wanted to celebrate love in so many ways and more than just romantic gestures. Josie and Choose Love have partnered with Lulu Guinness for an extraordinary collaboration that merges fashion with philanthropy. The limited-edition collection, featuring a logo T-shirt and tote bag designed with Lulu’s signature playful flair (you’ll love Annabel Pearl’s illustrated heart and lips design), embodies the shared mission to celebrate love as a force for good. All proceeds from the collection directly support Choose Love’s vital work, making this campaign a powerful way to give back.
We caught up with Josie to talk about the partnership, her vision for Choose Love, and the impact of combining style with purpose.
Q: What inspired you to start Choose Love, and was there a specific moment that made you take action?
A: In 2015, like so many people, I was deeply moved by the heartbreaking images and stories of people fleeing war and persecution, particularly like that of the photo of Alan Kurdi, the young Syrian boy who drowned in the Mediterranean. That moment was a wake-up call. My friends and I started a simple online fundraiser to support refugees in Calais, but the response was overwhelming - we raised far more than expected and realized there was a huge desire for people to step up. That was the beginning of what would become Choose Love.
Q: Can you share the story behind the name "Choose Love" and how it reflects the charity’s mission?
A: The name and logo "Choose Love" was designed by Katharine Hamnett, and she generously gifted it to us. It captures the essence of what we do - we believe in choosing love over fear, division, and indifference. It’s a call to action, reminding people that in the face of crisis, we all have a choice: to look away or to act with love and compassion. Our work is about mobilising that love into tangible support for displaced people around the world.
Q: How have the aims of Choose Love evolved since its founding, and what remains at the heart of your work today?
A: Initially, we were focused on providing emergency aid to refugees in Calais, but over the years, our work has expanded globally and we have supported over 7 million people. We now support displaced communities across Europe, the Middle East, East Africa, and the US-Mexico border, funding over 250 grassroots organisations that provide everything from food and shelter to legal support and mental health services. What remains at the heart of our work is centring humanity - putting love, dignity, and solidarity above all else.
Q: What has been the most impactful or rewarding moment for the organisation so far?
A: There have been so many, but one that stands out is when we opened the world’s first Choose Love store. It was an entirely new way of fundraising - people could walk into a shop and “buy” essential supplies for refugees, like blankets, medical care, or legal support. The response was incredible, and the concept has since raised millions for refugees. Seeing people come together, especially during the holiday season, to help others in such a direct and meaningful way has been truly heartwarming.
Q: Since you started Choose Love, how have public awareness and attitudes towards refugees changed, and how has that influenced your work?
A: Public attitudes have been shifting constantly. In 2015, there was a huge outpouring of solidarity, but in recent years, we've seen a rise in divisive rhetoric and hostile policies towards refugees. That makes our work even more urgent- not just in providing aid but also in shifting narratives and advocating for a more compassionate world. We’ve had to be more strategic, working closely with media, policy experts, and communities to push back against misinformation and keep people engaged.
Q: Which partnerships or collaborations have been the most meaningful, and how have they helped amplify your impact?
A: We’ve been so lucky to collaborate with incredible people and brands, from the music and fashion industries to grassroots organizations on the frontlines. Everyone from Dua Lipa to Oprah to Julia Roberts have worn the Choose Love tee and that has spread the message and helped raise vital funds. The beating heart of Choose Love though are our partner organisations on the ground and the communities we serve. It's partnerships with them that give our lives meaning.
Q: What makes the collaboration between Lulu Guinness and Choose Love so special?
A: Lulu Guinness has always been a brand that champions bold, empowering messages, and of course women, so this partnership felt like a natural fit. The Choose Love collection with Lulu isn’t just about fashion - it’s about making a statement and standing in solidarity with refugees. It’s been amazing to see a brand and Laura Whitmore with such a strong identity use its platform for good, and every purchase helps fund life-saving support for people in need.
Q: Looking ahead, what are the next big goals for Choose Love, and how can people contribute?
A: Our biggest goal is to continue growing our impact while staying rooted in community-led solutions. We want to expand our support to reach even more displaced people, especially as conflicts and climate disasters force more families to flee. People can contribute in so many ways- donating, fundraising, volunteering, or simply using their voice to stand up for refugees. Every action, big or small, makes a difference.
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