London PR Strategist Turns Street Insult Into Fashion Protest Movement
Amanda FitzGerald, a 55-year-old public relations strategist based in London, was preparing for a business event in June 2025 when a passing stranger delivered what she describes as a "gross insult." Standing outside a Tube station while posing for a photograph in her signature leopard print captain hat, a man loudly called her "mutton dressed as lamb" as he walked by.
"I was so shocked," Amanda tells Metro. "For a minute it really knocked me. But then I thought: 'Why should he tell me how I should be dressing?' I like to wear bright, dopamine clothes as a form of self-expression. Why the hell can't I dress like this?"
The Birth of the Mutton March
That evening, in an act of defiance, Amanda went straight to Etsy and ordered herself a fur cape. In that moment, an idea was born: she decided to organize the first ever Mutton March, scheduled for 1pm on Saturday, March 21. The event will feature a parade of women strutting down the King's Road in Chelsea, wearing whatever they like and wielding placards with empowering messages.
The march will celebrate all women who have ever been told they don't fit societal molds, with participants chanting phrases like "too loud, too bold, we refuse to do what we're told." Amanda emphasizes that the event is about visibility, confidence, and rejecting ageist fashion expectations.
A Lifelong Love of Bold Fashion
Amanda has embraced bold, patterned clothing throughout her life, beginning with her teenage years as a goth punk. "I was sent to the headmistress's office after every assembly because I would crimp my hair, which wasn't allowed," she recalls during a Zoom interview where she wears a red lip, fur cape, and her trademark leopard print hat.
She reveals that her marriage, which ultimately ended in divorce, temporarily subdued her distinctive style. "Looking back at photos I can see that I was quite plain at times during my marriage. I was living in an Essex village and became quite conservative in my dress sense."
After her divorce, Amanda rediscovered leopard print and her "ultra self-expression" returned with force. She now proudly owns over 30 pieces of leopard print clothing and regularly wears catsuits and extravagant feather wings.
Facing Criticism for Being 'Too Much'
Amanda's fashion choices and lively personality have frequently drawn unwanted comments. She shares one incident where a man at a bus stop asked if she was a comedian while she wore a gold denim jacket, green leopard print trousers, and black boots.
"I have quite a lively personality that can be perceived as 'too much' and jar people," she explains. "At a networking event once, a woman took a real disliking to me simply because I was being happy and cheery. She ended up storming out."
Women Share Their Stories of Being 'Too Much'
Other women joining the Mutton March have similar experiences of being told they don't conform:
- Abbey Booth, 50: "I've always been told I was too much and too emotional. As a hair stylist, I post photos of my work and my own short hair to Instagram. One post went viral and was trolled by people saying nasty things about my short hair. All it did was make me go shorter."
- Nooshin Bakhshi, 43: "A boyfriend once said to me: 'You're perfect but I wish I could just tune you down as you're too loud.' He's now an ex!"
- Claire Sceats, 47: "I've spent my whole life being told I'm too quiet. At school I was always told to contribute more. But the comment I've never forgotten is when I went to see Cirque du Soleil. A lady sitting next to me told me I should enjoy it more! I was so taken aback. I hadn't realized I was meant to be performing too."
Growing Movement Across the UK
After sharing her story on LinkedIn, Amanda sensed significant interest in her Mutton March vision. "It was quite clear that it hit a nerve," she notes. She set up an Eventbrite page and enlisted an events director to help with logistics, along with a photographer, videographer, and social media support.
So far, over 100 women have registered for the march, with Amanda affectionately calling them "Muttonistas." A WhatsApp group allows participants to share stories and connect before, during, and after the event.
"Women are coming from all across the UK," Amanda says. "There's someone coming from Glasgow, from Liverpool, from Portsmouth, all over." For those unable to attend in person, there's a "satellite muttonista" crew for remote participation.
Creating a Global Movement
The march will conclude at Speakers' Corner in Hyde Park with short uplifting speeches. Amanda emphasizes that the event is inclusive for women of all ages, encouraging attendees to bring daughters, nieces, and sisters.
"From Saturday onwards, I just want everyone to wear whatever the hell they want," she declares. "In fact, at 1pm on the 21st, I encourage anybody, everyone across the world, to step out on their high street with pride. This needs to become a global movement."
The Mutton March represents more than just a fashion statement—it's a celebration of self-expression, confidence, and rejecting societal pressures about how women should look and behave at any age.
