British fashion brand Holland Cooper is supporting RABI – the Farmers Charity – through its new partnership with the Hawkstone Farmers' Choir, helping to raise funds and awareness for the farming community.
As the official wardrobe partner of the Britain's Got Talent Winners, Holland Cooper will dress the choir for its official recordings, forthcoming single, campaign videos and related promotional activity. The partnership brings together British fashion, music and a shared connection to farming communities.
From today (4 November), Holland Cooper will donate 10% of sales from the gilet featured in the partnership to RABI, helping the charity continue providing practical, financial and emotional support to farming people across England and Wales.
Building on an established relationship with RABI
Throughout 2026, RABI has built a positive relationship with the Hawkstone Farmers' Choir, whose members have supported the charity through fundraising and raising awareness of its work.
Following their success on Britain's Got Talent, the choir generously donated £10,000 from their winnings to RABI.
Choir members have also taken part in RABI's mental health training, designed specifically for farming people. The training provided practical tools to recognise the signs and symptoms of poor mental health, start conversations about wellbeing with confidence and help others access appropriate support.
Holland Cooper's involvement builds on this existing relationship, creating another opportunity to raise funds and highlight the support available through RABI.
Jessica Cowan, Senior Strategic Marketing Manager at RABI, said:
"This collaboration provides a valuable opportunity to introduce RABI and our work to new audiences through a brand with an established and engaged following. Holland Cooper's relationship with the Hawkstone Farmers' Choir also brings an authentic link with farming people, helping to increase awareness of RABI in a way that feels relevant and engaging. We're looking forward to seeing the partnership bring RABI's work to an even wider audience."
Supporting farming communities
The initiative reflects a shared connection to British farming and the countryside. Holland Cooper's Founder and CEO, Jade Holland Cooper, grew up in a farming family in Suffolk, with her agricultural background continuing to influence the brand today.
Jade Holland Cooper, Founder and CEO of Holland Cooper, said:
"As a farmer's daughter, the countryside has shaped my life and my vision for Holland Cooper from the beginning. This partnership celebrates British style, music and community, while supporting RABI's vital work with farming people. I'm proud we can play a small part in giving back to an industry that means so much to me."
Support RABI through Holland Cooper
By purchasing the gilet featured in the partnership, customers can help raise valuable funds for RABI and support its ongoing work with farming people.
