For every video using the hashtag #LFWCatwalkChallenge, John Lewis said it will donate £5 to the BFC's Foundation Fashion Fund for the Covid Crisis. This foundation was set up at the beginning of lockdown in order to aid and support creative businesses and individuals amid the Covid-19 pandemic.

John Lewis' Fashion Director, Christine Kasoulis said: “The #LFWCatwalkChallenge hopes to harness the transformative power of clothes, be an inclusive and joyful celebration of fashion and self-expression, allowing us to indulge in ‘dressing up’. We know fashion may not be highest on everyone’s agenda but we hope to lift spirits and raise some money."