Grace moment of inspiration vs. pressure on creation at a pathogenic rhythm for designers, manufacturers and producers;
aesthetic perfectionism imposed on models vs. realism;
promotion of singularity vs. mechanisms of addiction for the consumers…
The fashion industry is particularly exposed to mental health issues, which impact a vast value chain.
The topic was at heart of the conversations a few weeks ago at Who’s Next within its IMPACT & Neonyt Paris space, dedicated to innovation for fashion and sustainable creation.
Kiko Hirakawa, model and entreprener, Serge Carreira, Director of Emerging Brands Initiative at Fédération de la Haute Couture et de la Mode, and I layed out our different visions and perspectives for Florian Müller ‘s talk “Breaking the Cycle: Ethical Demands, Consumer Behavior, and Mental Health in Fashion”.
In a previous article, I returned to the genesis, some fundamentals of mental health in the fashion industry, and the psychological and emotional relationship that we nourish with clothing. In this second part, I make space to question the different layers of responsibility, including ours; to distill a few thoughts, figures and insights for the whole industry to engage towards better practices and wellness.
The impact of the fashion industry on consumers behavior and vice versa.
The relationship that we customers have with the clothes is similar to a love-hate relationship.
Fashion is virtuous when it influences a positive image that we might have of ourselves, when it increases self-esteem, self-love, feed the passion for its culture and history, the feeling of belonging to a community. Whether we want it or not, the garment is the spokesperson of our subconscious, it tells a lot about who we are, it’s the reflect our emotions…
This psychological dynamic can also imply overconsuming clothes to develop this feeling of well-being, as a placebo effect.
The dynamic is then close to addiction, with the search for immediate satisfaction, validation and stimulation of the reward system… Fashion then becomes a vicious circle of eternal dissatisfaction. However, this is not a cure.
We often measure our value and joy by comparing ourselves to someone, or something else. We look outside oneself for validation, however a life of fulfillment comes from within.
“Yet in every perceived failure lies the seed of success”, as thinker and doctor Deepak Chopra says. We learn, we find opportunities for solutions to our problems. The human survival mode is infinitely creative.
In the meantime, conscious consumption and parallelly the importance of mental health awareness and support in the workplace continues to grow.
Millennials are prioritizing wellness now more than ever, actively seeking healthier lifestyles and products that promote both physical and mental wellbeing.
What’s good for customer is good for business.
A growing trend for some brands now is to use clothes to promote conversations about wellbeing with messages on hoodies and T-shirts. These initiatives on clothing can once again open conversations, it can also be a way to express feelings and give an insight to others about how you are feeling.
But using personal struggles to sell T-shirts is obviously problematic. First, it could appear as opportunist. Secondly, it doesn’t solve the problem or may still not leave wearers equipped with the ability to handle deeper conversation around it. Then, a mental health issue is a diagnosis and series of symptoms, it is not once identity. The risk is also to stigmatize rather than include.
If it’s done sincerely, it could create deeper resonance with brands and customers. If the intention is not authentic, the younger generation of consumers will quickly boycott.
From awareness to impact
There must be real commitment beyond a sweatshirt branded with a mental health-themed slogan. To act sincerely, dedicated experience, in a safe place to talk, with sport, meditation… can have stronger impact to immerse the audience in a positive approach of mental health…
Stella McCartney, for instance, partnered with the mental health advocate Deepak Chopra and his foundation, on a project championing equine therapy called The Healing Power of Horses. For the occasion, she launched a limited-edition bag featuring words by the American poet Cleo Wade, “The ride is long, but it leads you home”, giving a second life to deadstock and a portion of proceeds will support The Chopra Foundation.
Kate Spade company created its foundation in 2015. The brand has been very committed to supporting initiatives for women’s economic empowerment and mental health to underserved communities of women in NYC and beyond. After the death by suicide of founder Kate Spade in 2018, the foundation stepped up its mental health efforts, including donating $250,000 to the Crisis Text Line and pledging to match public donations up to $100,000.
They created the Global Fund for Women’s mental heath
How to take actions and responsibility throughout the whole value chain ?
As much as we’re part of it, we must question ourselves, the way the whole value chain of the fashion industry and our close environment are operating, and the different layers of responsibility, including us.
At an individual level, the first big change might be to make ourselves a priority, put our own mental and physical health first.
At an industry level, we should start by making Space for mental health!
Florian Müller has been deeply committed to integrating mental health awareness into the fashion industry over the past few years.
The multi-hyphenate fashion PR and consultant, licensed to work in psychotherapy, as well as a researcher, is the founder of of Mental Health in Fashion campaign and a recognized BNE (ESD) actor listed by the UNESCO Commission.
His weapons : both educational initiatives and his active work in the fashion environment.
“To ensure mental health becomes a priority in the fashion industry, we must break down stigma and foster understanding. I regularly teach on this topic at universities internationally, and I recently started a school project focused on mental health in fashion for children. I’ll soon going to be researching this topic for a university in Hong Kong. By prioritizing education, visibility, and localized support, we can drive substantial change, embedding mental health as a core element of the fashion industry’s future.”
He also introduced the Mental Health in Fashion category at ASVOFF, Diane Pernet’s A Shaded View of Fashion Film Festival, where we met.
Additionally to the examples of actions described previously, companies should develop access to safe places for employees to talk and be supported, provide them with education through dedicated campaigns, and also support in fashion schools.
Collaboration with NGOs is also not only a precious way of learning from them but also to join forces for a common cause.
The power of brand communication and platforms like TikTok could be a strong ally to spread awareness campaigns: providing well-curated creators (such as Joel Bervell or Nutrition by Kylie for instance) with tools to share information with their communities, especially during critical times like World Mental Health Day.
Create deeper resonance with clients through more experience (sport, relaxation, conversations) can help immerse people in a more positive approach of mental health and serenely engage in healing.
So, what are we waiting for?
More from Analyse
Mental Health in Fashion Part I – From the creation of desire to the pathogenic relationship, is there a cure for this?
Grace moment of inspiration vs. pressure on creation at a pathogenic rhythm for designers, manufacturers and producers; aesthetic perfectionism imposed …
