By: Charlie Carballo | Link to article
Fashion brands are increasingly stepping up efforts to support Mental Health Awareness Month each May as conversations around mental health and emotional wellbeing become prioritized. With nearly 1 in 5 U.S. adults grappling with mental illness and 17% of youth (ages 6-17) facing mental health challenges, efforts to reduce stigma and promote wellness are growing. This year, fashion, footwear and beauty brands are embracing Mental Health Awareness Month, which began nearly 75 years ago, through innovative activations, campaigns and initiatives aimed at driving conversation and raising funds to support charitable organizations.
Here’s a look at some brands that are taking action in May.
Aerie
Lifestyle brand Aerie has deepened its commitment to mental health with its Aerie Real Foundation awarding a $100,000 grant to Girls Inc. to expand the organization’s Mind Body Matters mental and physical wellness programs into new cities, reaching 6,000 young women. Additionally, Aerie recently hosted a dialogue series, supported student scholarships and more. “The Aerie Real Foundation and Girls Inc. are driven by a shared commitment to inspire and uplift young women,” said Jennifer Foyle, president, executive creative director, AE & Aerie.
“We are thrilled to help expand Mind Body Matters–a program rooted in many of the same core values as Aerie and OFFLINE–to encourage real movement and foster positivity while being a source of happiness for everywhere life takes you. Together, we are building a future where mental and physical wellbeing go hand in hand, empowering every girl to have the self-confidence and strength to reach their full potential.”
American Eagle
American Eagle’s AE Foundation will honor Mental Health Awareness Month by granting $233,000 to 27 nonprofits, totaling $851,000 awarded to 67 organizations since its 2024 inception. Focused on youth mental health, the initiative supports authenticity and community impact. Associates will volunteer through a month of service, contributing an additional $295,000 to aligned organizations. The foundation also issues community grants of up to $15,000 throughout the year to support teens with mental health issues.
Check out the full article to hear how Maybelline New York, Kenneth Cole and other brands are honoring Mental Health Awareness Month here.
