monki teamed up with mental health europe to raise awareness of social media’s effect on millennials

by Team ErrorNovember 5, 2018

Nowadays, chances are you always see “social media” and “millennials” word on the same sentence. This proves how heavily associated the youngsters and social media are with each other. With millennials spending almost every second on social media, scrolling endless visual of photos and videos on instagram, it is not surprising that more of them are falling into a virtual reality of perfection and constant on-point ootds, which in fact, are very tiring to keep up in real life. Millennials nowadays, especially those who are heavily addicted to social media, tend to live with a perception of “everyone else’s life is better than mine” or “I am not perfect enough”, and if there is anything else, a constant pressure of having to keep up with what is happening right here, right now. This unrealistic standard that society set based on what they see through their phone screens eventually leads to many suffering from a rather unhealthy state of mind. 

Many organisations and companies across various industry have started taking notice on the mental health issue cause by social media among the young ones. One of them is Monki, the millennials go-to fashion retailer. The Swedish brand comes forward to address the issue by teaming up with Mental Health Europe  to raise awareness about the effects of social media on young people’s mental health.  The “ALL THE FEELS” campaign is part of Monki’s ongoing work to empower young women by raising awareness on topics that are important to their community.

The campaign features three social media influencers, Elyse Fox, John Yuyi, and Emily Bador, with all of them are mental health advocates in their own right. In short interview clips directed by Ashley Armitage, the three discuss and shine light on the positive and negative effects that social media can have on mental well-being.


“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”, says Jennie Dahlin Hansson, Managing Director, Monki. “This campaign is just the first step in our work with mental and physical wellness.”

Together with the campaign, the fashion brand also launches a capsule collection of hoodies, bucket hats and scarves with a series of interchangeable velcro labels meant to reflect the social media anxieties many obviously endure on a daily basis.  The collection definitely urges us to voice our concerns out and let it be known, and what better way than to exclaim it with fashion, right?