Fashion label Monki, a contemporary brand owned by Swedish retailer H&M, has launched a mental health awareness campaign starring influencers who explore the positive and negative consequences of social media.
For the “All The Feels” campaign, the brand joined forces with Mental Health Europe, the largest independent organisation representing mental health users, professionals and service providers across Europe.
The campaign features a trio of short video clips starring three social media influencers and mental health advocates. Artist John Yuyi discusses the difference between her online and offline personas, while model and body positive activist Emily Bador talks about the ways social media has changed how she views herself. Elyse Fox, filmmaker and founder of the safe space ‘Sad Girls Club,’ discusses how to deal with social media-induced anxiety.
“Empowering young people is at the heart of everything we do here at Monki, so I’m very proud that we’re taking an active part in the mental health discussion,” said Jennie Dahlin Hansson, managing director of Monki. “This campaign is just the first step in our work with mental and physical wellness.”
The brand has released a line of tongue-in-cheek clothing to support the campaign. This includes hoodies, scarves and hats that can have conflicting slogans Velcroed on to them. These include “introvert” and “extrovert,” “bad day” and “good day,” and “warrior” and “worrier.”
The campaign is part of the brand’s ongoing effort to empower young women by raising awareness on topics that are important to their community. Previously the brand marked Pride month by becoming officially LGBTQ-certified by the non-profit Swedish Federation for Lesbian, Gay, Bisexual and Transgender Rights (RFSL).
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