C.A.L.M x Topshop
Letwhatsinsideout is a capsule collection created for Topshop in collaboration with CALM, aimed at encouraging young people to talk about their mental health.
Every item featured the self-care label. A set of care instructions for humans, not clothes.
The collection was a sell-out, raising over £50,000 and calls to CALM rose by 30%.
Launch film
We found a small amount of money to push beyond the label, with a film focusing on the message of the campaign - Let what’s inside out.
