Australian lifestyle brand Jasmine Alexa has announced the launch of its second activewear collection, which will coincide with a campaign targeting mental health issues.
The 'This Is Me' campaign aims to provide a sounding board for open discussions about mental health issues while attempting to remove misconceptions around these challenges.
The campaign is inspired by Jasmine Alexa designer and founder Jasmine Gescheit's own battle with mental health, particularly her battle with anorexia throughout her teens.
A limited release of white and grey t-shirts will be available for purchase on the Jasmine Alexa website, with all proceeds being donated to the national youth mental health foundation, Headspace.
Gescheit said her experience with mental health professionals, throughout her youth, was the reason behind the partnership with Headspace.
“Throughout my own recovery, I encountered specialists who were experts in their fields, however did not know how to tailor their advice and help to someone young.
"I felt they didn’t understand what I was truly going through. It has been over 10 years since my recovery and sadly Headspace only launched after this, however, having seen how Headspace purely focus and tailor their approach to the health and wellbeing of young Australians, I know how beneficial this method is.”
Price points for the collection range from $69.99 through to $349.99.