Brace yourself, Cumberbabes and bitches: Benedict Cumberbatch just pulled a Mr. Darcy. No, the Sherlock actor isn’t angling for a part in another adaptation of Pride and Prejudice. (The 1995 TV version famously featured Colin Firth emerging from a lake in a wet white shirt.) Rather, he’s promoting the 10th anniversary of “Give Up Clothes for Good,” a campaign that invites people to drop off their unwanted garments at TK Maxx outlets across the United Kingdom to raise money for Cancer Research U.K.. Snapped by noted photographer Jason Bell, the portrait will join those of other celebrities at an exhibition at London’s La Galleria Pall Mall from now through Saturday.

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GIVE IT UP

Entry to the exhibit—which includes archival pictures of fellow actors Kate Winslet, Liam Neeson, Elijah Wood, and veteran model Jerry Hall—is £2 or a donation of used clothing.

Since it launched in 2004, the Give Up Clothes for Good initiative has raised £17.7 million, with most of it earmarked specifically for children’s cancer research. This year’s campaign is no slouch, either, already raising £4.2 million for the cause.

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“In the 1960s, only around 1 in 4 children with cancer survived. Today, almost three in four survive—and Cancer Research UK is at the heart of this huge progress. But there’s still more work to do,” writes TK Maxx on its website. “Currently, cancer is the highest cause of children’s death in the U.K.; four children a day will be told they have the disease. Which is why we need your help. Cancer Research U.K.’s work is funded entirely by the public, but with your support, it can continue its groundbreaking research to help even more children survive.”

+ Give Up Clothes for Good

+ Cancer Research U.K.