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#LetWhatsInsideOut: CALM & Topshop partner to launch a self-care label

Topshop and CALM's new clothing care label is evidence of the rise of self-care in marketing.

Nicola Kemp

Managing Editor, BITE


The Campaign Against Living Miserably (CALM), Topshop and Topman have partnered to create a new clothing care label to promote mental wellbeing in young people.

The campaign reflects a growing shift towards greater mindfulness and kindness in marketing communications. Created by Havas London the ‘Care Sewn In’ collection is a range of 13 items of clothing which feature over-sized self-care labels that encourage the people wearing them to #LETWHATSINSIDEOUT.

The clothing features icons and slogans related to mental wellbeing. The label is part of the #LETWHATSINSIDEOUT strategy created for CALM by Havas London. A strategy which encourages young people to talk about their feelings and prioritise self-care and mental wellbeing. It also includes a social campaign, cinema and out of home executions, underpinned by pro-bono media placements secured by Havas Media.

Jason Griffiths, Brand Communications Director at Topshop and Topman says that the partnership with CALM is designed to empower young people to change the conversation around mental health and encourage peer to peer support so that no one suffers alone.

The creative industries have a crucial role to play in breaking the stigma which still surrounds talking about mental health. The Care Sewn In collection is a brilliantly executed example of how brands can become vital agents of change when it comes to driving the agenda on mental health.

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