Over the last 20 years Graduate Fashion Foundation Official Partner size? has built a strong connection with creative and student communities, building on this the size? syllabus was launched back in October 2020.
Working directly with UK institutions, the size? syllabus offers live briefs and industry-level access, guidance and critique.
To mark World Mental Health Day 2021, size? spotlighted a submission from one of their size? syllabus students, Sophie Clayton a Northumbria University graduate. Sophie’s #AskTheQuestion campaign shares the stories of creators and how their art has benefited their mental health, through short form film content for TikTok and Instagram.
We have an exclusive snippet of Sophie’s interview with size? to share with you.
Hey Sophie – can you give us an insight into your inspiration for the campaign?
“A time to change campaign (@timetochange) that I saw back in 2017 was the main inspiration for my campaign. It was an Instagram video post that showed a simple text conversation between mates which highlighted the importance of checking in on your friends and not asking once, but twice if your friend is acting differently. It went viral and a huge proportion of my friends shared it which really opened up the conversation around mental health. The campaign really resonated with me – and all these years on – I haven’t forgotten about it. I thought it would be a great basis for a brand campaign, and I’d love to see a brand backing this movement.”
How important is it for brands to support mental health and wellbeing in the present day?
“Consumers these days buy way more than just a product, so forming brand values that resonate with consumers is essential. It’s becoming increasingly important that brands back their communities mental well-being. I did a lot of research into trends that place customer wellbeing, and mental health as a priority when consumers are looking for a brand. As mental health is more widely considered as just as important as physical health, brands looking after mental well-being is a trend that’s here to stay.”
Why is size? the right brand for your campaign?
“A lot of the size? customer base is young. Most young people will experience a mental health issue of some sort during their youth so it’s important that they are talking about mental health and size? can help by fuelling this conversation.”
“I also really like the idea of ‘walking in someone else’s shoes’ when trying to understand mental health, so I thought it would be cool to use a trainer brand. My campaign sits really well with a street style, urban aesthetic too, so style-wise, size? is on point.”
Want to read the full piece and discover more about the size? syllabus? Follow the link below!