After studying Textiles as a GCSE student, I’ve had a passion for
fashion; and as I grew older I became addicted to reading Vogue and Elle for
style inspiration and the amazing photography of runway shows that I knew I’d
never get to see in real life. Then, in my twenties, I moved onto makeup and
beauty products (still with a jam-packed wardrobe!) and developed a keen eye
for designer bargains (because there’s no money on the trees in my garden) in T
K Maxx – particularly Valentino bags!
As I moved into blogging and the online mental health world in
2009, it became clear that most blogs were about fashion and beauty. It was a
good thing at the time because it provided a gap in the market for I’m NOT
Disordered to fill and at the time there were only four popular mental health
blogs (and none of them were written by a current inpatient).
Like I said, the fashion and beauty bloggers took over the
internet and seemed to be the ones who collaborated and were approached by
organisations who wanted to use the blog as an advertising opportunity with the
belief that when readers saw the blogger wearing a particular shoe, or talking
about a new mascara; their followers would want to buy the same thing.
Embarrassingly, though, it didn’t take long for me to realised
that writing about a beauty product did not fit in with the blog’s usual
content and when I did post something, I was so aware of other beauty bloggers
who’d sample that same project and write a much better review on their own blog
where they’d be providing their audience/followers with the content that was
the very reason they were visiting the blog.
I did post a series of posts in collaboration with fashion
bloggers to show that we’re all the same, we just write about something
different. And the girls I worked with also suffered from ill mental health so
I wanted to illustrate that they might be a crossover in our personal life but
we choose what we blog.
When I saw an email in my inbox
from Sunny Bird PR offering to send me a press release if I thought that my
readers would be interested in what they are publicising. It was about a
project that combined fashion and mental health so immediately (as soon as I
got the chance to sit down and type a reply!) I said yes…
(Note: the press release below has minor edits)
Mental health is still a huge taboo in our society and many people
are afraid to speak out about their own mental health problems for the fear of
being judged. thortful’s “Are you ok?”
campaign aims to shine the spotlight on mental health and create a mechanism
for people to reach out to someone and offer their support.
Card company thortful has collaborated with fashion designer Gary James McQueen, the nephew of
the late Alexander, to create a collection of exclusive cards to act as
‘moments of intervention’ to increase communication around mental health.
The designs take inspiration from his late uncle as well as the
themes of; life, death, and rebirth.
Gary himself has suffered from depression
and anxiety
in the past, which is one of the reasons he approached thortful to create these
cards as a way to get people talking to each other – “ I wanted to create cards
that said; 'I'm looking out for you,’ cards you might send a friend to
demonstrate that you are there for them. A way to reach out with love”.
“During some of my darker days a card from a friend or loved one
reaching out to me would have made a difference. It serves as a reminder that
someone cares about me and reminds me that someone is there; ready to listen,
when I am ready to talk.”
100% of profits from the limited edition card range will go to
mental health charity, Chasing the
Stigma.
The Card Collection The card collection features three exclusive
prints, designed by Gary James McQueen. Each card will come printed on quality
A5 card and can be purchased at thortful.com or via the thortful app for £2.99
(+p&p).
The Card Designs Card 1: Japanese Modernist Birds are all about
Life. In this fantasy artwork he adopted Lee's love of birds. The palette is
reflective of that from the modernist era, combining this with a Japanese
subject of fantasy birds to give it a modern and new feel. 
Card 2: Carved Ivory represents Death. This story is a nod to the
Victorian era, a time of British colonial expedition and fascination for
everything Ivory. Although very beautiful to own a piece of ivory, this subject
highlights the impact and lasting effect this trend has had on endangered
species and the price 
that has been paid for possessing such beauty. Card 3: Moonlight Serenade encapsulates Rebirth. This artwork is a story of Lee's creative energy, bodies distorted, some in a foetal position appearing to die or maybe they are being born? They represent a re-awakening of energy, very much like the explosive energy of a white dwarf star. As it dies it disperses to form a new established solar system.
For further information or the opportunity to speak to Gary James
McQueen about the collection, please contact Rian at Sunny Bird PR. E: rian@sunnybirdpr.com T: 01202 293095
About thortful: Thortful is a creative platform supporting a community of artists, illustrators and photographers who create & sell unique, beautiful greeting cards most of which you won't find on the high street. We pay our creators a flat fee of 50p per card sold, more than anyone else in this industry. Creators don’t incur any printing or production costs as we do all that for them.
This is the first time a greeting card platform has been developed
app first, allowing you to have 1000's of cards ready to go in your pocket, the
app allows you to store key dates, schedule card deliveries and for the first
time you can actually(!) upload your handwriting to the app to print on to your
card (no one will ever know you forgot!).
For iOS users:
https://itunes.apple.com/gb/app/thortful-sell-or-sendbetter/id1041914779?mt=8
For Android users: https://play.google.com/store/apps/details?id=com.thortful.app
About Gary James McQueen: Gary James McQueen was first introduced to the
fashion industry by his late uncle Lee Alexander McQueen, who mentored and
inspired him to be the artist he is today. Gary James McQueen worked alongside
Lee Alexander McQueen up until his passing in 2010, and was trusted with many
personal projects including the Chrome Skull artwork, which has become iconic
as the face of the Savage Beauty Exhibition commemorating Lee Alexander
McQueen's life work. After the death of Lee Alexander McQueen, Gary James
McQueen felt personally compelled to continue his uncle's legacy and family
heritage. By both taking what he had learned from his late uncle and using the
instinctive qualities that run in his blood, he continues to establish himself
and what he believes is the true "McQueen" spirit.
In tribute to his late uncle and in recognition of his own mental
health issues Gary approached thortful to create a range of limited edition
cards using the designs and messaging of his scarves to create a collection
that can act as ‘Moments of Intervention’ and can then be sent to friends if
they’re feeling low, reaching out with love.
