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.
What Makes This Trend Stand Out
- Mental Well-being Fashion
- Opportunity to incorporate care labels with mental well-being instructions on clothing pieces.
- Conversation-starting Apparel
- Potential for apparel with thought-provoking messages to spark discussions about mental health.
- Self-care Clothing Collections
- Emerging trend of clothing lines promoting self-care and mental well-being through design and messaging.
Sectors Adopting This
- Fashion
- Fashion industry can explore incorporating mental well-being instructions on clothing labels for a new customer experience.
- 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.
- 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.
