This week we launched the first phase of the ‘I’m On’ campaign for the period subscription service, Pink Parcel.

‘I’m On’ sees an empowering collective of top fashion industry figures design a range slogan tees to challenge society’s negative impressions of periods.

In partnership with period organisation Bloody Good Period, British fashion designer Olivia Rubin, style influencer and activist Natalie Lee (Style Me Sunday), former fashion editors Pandora Sykes and Dolly Alderton, have designed the collection of limited edition t-shirts and sweatshirts for Pink Parcel, emblazoned with period positive slogans, in an effort encourage and inspire women to talk openly and honestly about menstruation.

To launch the first phase of the campaign, we investigated the negative stereotypes of menstruation women have to face on a daily basis.

Turns out, 91% of images associated with articles around menstruation depict women looking weak, in pain, or upset. Six in ten images showed women clutching their stomach, laying in bed, or crippled over in pain. 29% depicted women as angry, with furrowed brows, frowns or shouting.

However,  56% of British women felt the images aren’t reflective of their actual experience of periods, and 40% said these images are to blame for their shame and embarrassment around their period.

This needs to change. The ‘I’m On’ campaign is set to transform the way people think about periods. We’re reclaiming the phrase ‘I’m On’, which is so often used to describe periods negatively. Each t-shirt in the collection turns the phrase on its head, featuring a selection of powerful statements and quirky quips such as ‘I’m on the up’, ‘I’m on a roll’, ‘I’m on it’ and ‘I’m on and I’m strong’.

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To see more, check out the coverage on The IndependentMetro LifestyleThe Huff Postthe DebriefYahooMSN

The second phase launches in the next few weeks. If you can’t wait, you can sign up to register your interest in the t-shirts on the Pink Parcel website.


Mandy Sharp