Sarah Jessica Parker wrapping up for charity
The 49-year-old actress has been pictured wearing the high street chain's new initialled scarves in aid of the Alder Hey Children's Hospital in Liverpool, North West England.

Joining the 'Sex and the City' actress are a host of other celebrities including Britney Spears, Kylie Minogue, Justin Bieber and Helen Mirren, who've all shown their support for the campaign by modelling the winter accessory with their own initial displayed as a collegiate style appliqué letter.

Managing Director of Matalan, Jason Hargreaves said of the project: "Family is at the heart of everything we do at Matalan so a partnership with Alder Hey Children's Hospital was a perfect fit for us.

"We're extremely excited to be working on such a special project together this Christmas that will help us to raise much needed funds for the hospital whilst offering our customers a perfect gift for their loved ones."

The scarves - which are available in a variety of vibrant winter colours and every letter of the alphabet - are on sale in Matalan stores across the UK and online at now, priced at £10 and £5 for the children's version, with all profits going to the Alder Hey hospital.

The money raised will go towards a new state-of-the-art children's hospital, education and research centre 'Alder Hey in the Park', which is scheduled to open in 2015, bringing together excellent care, technology and design to provide the best possible healing environment for sick children and their families.