Topshop, Topman & Calm Created 'Care Sewn In' with Self-Care Labels
Laura McQuarrie — October 11, 2019 — Lifestyle
References: topshop & designtaxi
For World Mental Health Day, Topshop and Topman joined forces with CALM (Campaign Against Living Miserably) to create a clothing collection called Care Sewn In. The 13-piece range boasts large care labels on the backs of t-shirts and hoodies that provide instructions for mental well-being, such as "don't handle problems on your own" and "talk to a mate to iron them out." These tips put a twist on the kinds of garment care instructions that are usually seen on garments, and serve as a reminder that it's just as important to look after one's mental well-being.
On the front side of the clothing pieces, there are words like "Fragile," and "Talk Talk Talk."
The project is part of a CALM campaign called Let What’s Inside Out that's centered on starting conversations about mental health.
On the front side of the clothing pieces, there are words like "Fragile," and "Talk Talk Talk."
The project is part of a CALM campaign called Let What’s Inside Out that's centered on starting conversations about mental health.
Trend Themes
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Mental Well-being Fashion — Opportunity to incorporate care labels with mental well-being instructions on clothing pieces.
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Conversation-starting Apparel — Potential for apparel with thought-provoking messages to spark discussions about mental health.
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Self-care Clothing Collections — Emerging trend of clothing lines promoting self-care and mental well-being through design and messaging.
Industry Implications
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Fashion — Fashion industry can explore incorporating mental well-being instructions on clothing labels for a new customer experience.
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Mental Health — Opportunity for mental health organizations to collaborate with fashion brands to create clothing pieces that raise awareness and encourage conversations about mental well-being.
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Marketing and Advertising — Marketing agencies can help brands develop campaigns focused on self-care clothing lines to resonate with consumers' growing interest in mental well-being.
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