Topshop has been working with the charity since 2011, creating colourful campaigns and events, but this is the first time the partnership has made its way onto garments. It’s arguably a much more effective means of getting the message across than a one day, in-store event; those struggling might just realise help is hanging in their closet during a time of need.

Stitching such messages into clothing, quite literally, also normalises conversations surrounding mental health. While asking for help may seem daunting, the playful illustrations and slogans are also designed to provoke real-life conversation on such issues — having a friend ask about your sweater is undeniably a less scary way to broach such conversations.

“By partnering with CALM, we hope to empower young individuals to self-care, change the conversation around mental health and encourage peer-to-peer support so that no-one suffers alone,” says Topshop’s brand communications director Jason Griffiths. “We hope to raise awareness and provide solutions to even more young people,” says Simon Gunning, the CEO of CALM.

The collection releases online and in select stores on October 10. Keep scrolling for our favourite picks.

Topshop unveils CALM partnership for mental health awareness