Fems has introduced its #WATCHME initiative in a groundbreaking manner in Sri Lanka, marking a significant step towards addressing period-related myths through a fashion-centric event. This launch positions Fems as the pioneering brand in the country to confront stigmas surrounding menstruation on the runway while extending these discussions into public settings through an interactive activation.
The initiative was officially unveiled on July 16 during CCWE Fashion Week, where fashion was utilized as a medium to foster discussions about menstrual health. Each aspect of this fashion showcase was meticulously crafted to confront the societal barriers that women face due to the stigma associated with menstruation. The dialogue initiated on the runway was further amplified to reach a broader audience.
At Havelock City Mall, five models donned outfits from the runway collection, transforming this well-known public venue into a space for visibility, expression, and conversation regarding menstruation. Attendees were also encouraged to interact with #WATCHME message cards that highlighted prevalent myths and factual information about menstruation, promoting increased awareness and challenging long-standing misconceptions.
By extending the dialogue from the runway into everyday public spaces, the #WATCHME initiative has allowed a wider audience to engage with its message beyond the confines of the fashion event. This approach underscores Fems’ dedication to fostering open, informed, and inclusive conversations about menstruation.
#WATCHME is part of Fems’ larger mission to normalize discussions surrounding periods, while also enhancing awareness, confidence, and understanding of menstrual health in Sri Lanka.
Image Caption – Models present the #WATCHME collection on the runway, utilizing fashion as a means to confront menstrual stigma and ignite discussions about menstrual health.
