Sequins at the ready – as annual fundraising event Party Dress Day returns to bring a bit of sparkle to January.
Alex Lloyd, 44 and lives in York, came up with the idea during lockdown five years ago – and has now turned it into an annual event, with the next one taking place on Friday 30 January.
More than £12,200 has already been raised for The Good Grief Trust by people putting on their glad rags, sharing a photo and donating to the official Just Giving page.
Alex said: “Everyone will suffer a bereavement in their lives and it can be incredibly lonely. To know we can help others with their grief while brightening up the most depressing month of the year is wonderful.”
The mum-of-two developed the concept when a former colleague started dressing her toddler daughter in party dresses during the January 2021 lockdown, because she was going to grow out of them before she was allowed to attend a party again.
Alex decided to designate a day for everyone to wear their party clothes at home, setting up Instagram and Facebook accounts to spread the word, and putting together an official playlist on Spotify.
A week later, the first Party Dress Day took place, raising £1,700 and drawing participants from Edinburgh to Poole. Alex’s original target had been just £100.
She said: “We had just hit the horrible milestone of 100,000 Covid deaths in the UK and a close friend’s dad had died, which is why I picked The Good Grief Trust to raise money for.”
The national charity provides bereavement support services and signposts people in need to suitable organisations in innovative ways. These include special condolence cards supplied to NHS trusts and GPs around the country, as well as plaques for commemorative benches with a QR code taking users to their website.
Alex added: “I love how the event has changed each time. Our first one was very much about getting out of the leisurewear and looking forward to being together in person again.
“In 2022, we were enjoying putting on the special outfits that had been gathering dust. Since then, there were quite a few supporters who shared clothes connected with a lost loved one or even photos of someone who had died in their party outfits.
“It’s also become about raising awareness of grief, the importance of not saving things for ‘best’ and how joy can sit alongside loss.
“I can’t wait to see all the photos and videos on the day. It creates a real sense of community and the creativity is fantastic. We’ve had people sea swimming, playing tennis, walking the dog and vacuuming in their dresses!”
Party Dress Day 2026 is open to anyone to participate in. Alex is particularly keen to get schools, nurseries, colleges, workplaces and residential homes involved, as well as community groups and clubs, such as choirs and exercise classes.
If you’d like to find out more or make a donation, visit the Party Dress Day Just Giving page here.
