Topshop and Topman’s latest initiative as part of long-term charity partnership with the Campaign Against Living Miserably (CALM) sees the launch of a Care Sewn In capsule collection comprising 13 garments across tees, hoodies and sweats. Part of the Let What’s Inside Out campaign, the assortment will launch in selected Topshop Topman UK stores and online on 10th October to coincide with World Mental Health Day.
The campaign is fronted by model and voluble supporter of body positivity, Emily Bador, along with model, artist and mental health advocate, Reece King. The garments all feature a mix of icons and slogans as well as an oversized exterior care label with self-care messaging and information about CALM’s helpline, riffing on the campaign’s hashtag #LetWhatsInsideOut to stimulate conversation around young people opening up.
“We chose to launch the first phase of our Care Sewn In initiative to coincide with World Mental Health Day as well as at a time when ‘back to college’ is a focus for students and young people. We know that this is a time where many are faced with the pressures of starting or returning to education. By partnering with CALM we hope to empower young individuals to self-care, change the conversation around mental health and encourage peer-to-peer support so that no one suffers alone.” — Jason Griffiths, Brand Communications Director, Topshop Topman.
Topman and CALM have been working together since 2011 to create nationwide campaigns, colourful zines and a spectrum of events that get people talking. Now, along with Topshop, the brands will be collaborating with CALM on a series of phased activations under the Care Sewn in philosophy aimed at encouraging people to open up, focus on self-care and change behaviours to improve mental wellbeing.
“The way that I self-soothe is by making sure that I take myself away from things that have been stressing me out - so whether that’s taking myself away from work emails or other people or just making sure you spend some time focusing on you.” — Emily Bador.
The range consists of six Topshop and seven Topman styles priced from £16-£35, with £5 from every garment sold donated to help fund CALM’s lifesaving helpline and webchat. Product will be sold online and across 15 key flagships and university city stores across the UK. Available from Thursday 10th October, 2019, which is World Mental Health Day. To kick off the full campaign, CALM and Topshop/Topman are taking over cinemas across the UK with a 30-second film that drives home the benefits of letting what’s inside out. Made in collaboration with Havas and Big Buoy, the film shows how opening up really can make all the difference — and urges audiences to reach out to friends, family or the life-saving CALM webchat and helpline. Watch it here.