Monki launches mental health awareness campaign

Fashion label Monki is raising awareness about the impact that social media can have on young people's mental health this fall.

The contemporary brand, which is owned by Swedish retailer H&M, has joined forces with Mental Health Europe on the campaign, which is part of a wider strategy to empower young women by openly discussing topics that are important to their community.

The concept comprises a trio of short video clips starring three social media influencers and mental health advocates exploring the positive and negative consequences of social media on users' mental well-being. The stars are Elyse Fox, a filmmaker and founder of the safe space ‘Sad Girls Club', who talks about how to deal with social media-induced anxiety, and artist John Yuyi who discusses the difference between her online and offline personas. Model and body positive activist Emily Bador completes the lineup, discussing the ways in which social media has changed the way she views herself.

"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, Monki, in a statement. "This campaign is just the first step in our work with mental and physical wellness."

Monki has a history of tackling social issues: back in June, the brand marked pride month by becoming officially LGBTQ certified by the non-profit Swedish Federation for Lesbian, Gay, Bisexual and Transgender Rights (RFSL).