Florian Müller, a communications and PR expert specializing in fashion, mental health and sustainability, combines his studies in business administration and psychology between Berlin and Paris.

His journey into the world of fashion began in Paris and took him through various fashion centers worldwide, particularly in East Asia, where he now works as an expert. In Berlin, he founded a creative agency specializing in guest management for international fashion events and public relations. He also writes for international trade publications. Beyond fashion, Florian Wissen teaches communication and psychology at international universities, holding a psychotherapeutic license.

His "Mental Health in Fashion" campaign, launched in early 2023, sheds light on mental health in the fashion industry and its broader societal impact. Florian advocates for making mental health a priority for a sustainable and positive fashion industry.

1. You have been working as a freelance PR consultant and lecturer in Germany and abroad for many years. What motivated you to carry out the "Mental Health in Fashion" campaign?

In my two decades working in the demanding textile industry, I have witnessed mental strain and conflict that often lie hidden in the shadow of the glamorous fashion world. The pressure to meet standards, the constant pursuit of perfection, and high expectations, sometimes under devastating working conditions, subject fashion professionals to considerable emotional stress. At the same time, I observed a high prevalence of mental health issues, either brought into the industry by individuals or developed as a result of prevailing mindsets and work structures.

The industry also sends signals to the public that can negatively impact mental health, for example, in the form of eating disorders. Although there are other risk factors for the development of mental illness that lie outside the fashion industry, there is generally too little awareness of this issue in my field. My focus extends across the entire supply chain, and I consider a complex framework of potential mental illnesses in various contexts.

Several years ago, I decided to return to the roots of my psychology studies, completed further training, and received my license to practice psychotherapy. My primary goal was to gain a deeper understanding of mental health conditions. These experiences motivated me to initiate the "Mental Health in Fashion" campaign, aiming to raise awareness, break down stigmas, challenge existing structures, and establish a supportive community for people influenced by fashion.

2. In your opinion, what are the biggest challenges in the fashion industry regarding the destigmatization of mental illness?

Among the biggest obstacles, I would include the widespread pressure, the pursuit of perfection, competition, insecurities, and the focus on outward appearances. The discrepancy between public perception and internal realities makes it difficult to talk openly about mental health.

A particularly challenging aspect is the fashion industry's strong focus on a perfect image, be it glamorous, luxurious, or unapproachable. The perceived dream world it presents offers little room for problems and suffering. This not only leads the public to strive for unrealistic ideals but also results in problems within the fashion industry often being ignored or concealed—frequently even completely unconsciously.

One obstacle to recognizing and treating mental health issues is that those affected may not recognize them in themselves or, for various reasons, are unable to address them. The 'Mental Health in Fashion' campaign aims to examine the entire supply chain and include those who work under appalling conditions and have no opportunity to talk about their mental health problems. Many still find it inconceivable that, for example, their own consumer behavior can impact the mental health of a factory worker in a low-wage country.

One of the campaign's key objectives is to raise awareness of mental illness within the fashion industry. This applies regardless of where we are along the supply chain, and whether it concerns the personal impact on myself or others, influenced by my actions or inaction. The biggest challenge lies in achieving this goal.

3. Through your teaching position at the AMD Academy of Fashion & Design in Berlin, you are in constant contact with the next generation of creatives and designers. Would you say that topics like mental health are important or more important for this generation than for previous generations?

Through my teaching at various educational institutions, I've observed that the next generation of creative professionals is more open to mental health issues. Compared to previous generations, who may have been more affected by the stigma, today's generation is more recognizing its importance and is significantly more willing to talk about it.

Although the importance of mental health has always been recognized, the way it is addressed has changed significantly over time . My students demonstrate a more confident approach to topics that were taboo during my own studies. This also applies to mental health issues.

It is important to emphasize that there is a difference between discussing mental health in the context of prevention and from the perspective of those affected by mental illness. Unfortunately, a significant gap persists between discussions about preventative measures to promote mental health in private and public settings, on the one hand, and open exchange about personal experiences with mental illness, on the other. Often, the latter is still associated with stigma.

I recently experienced an impressive example of open communication about mental health at a Berlin high school, where I initiated a pilot project on mental health in fashion. The children not only showed openness to the curriculum, but were also remarkably able to talk about emotions and mental illness in age-appropriate language. This illustrates positive changes in how mental health is addressed, especially among younger generations.

4. What would you recommend to entrepreneurs or designers who want to create a more balanced and health-promoting work environment, but don't necessarily have the resources to implement this on a large scale?

Regardless of any lack of financial resources or other capacities, a willingness to implement change is essential. While I personally struggle with universal solutions or advice, I suggest a focused and step-by-step approach. Raising awareness of the importance of mental health and fostering a culture of open communication are crucial.

Smaller, cost-effective measures can already have a significant impact. These include introducing flexible working hours to meet the individual needs of employees. Similarly, break and rest areas can be created to offer team members the opportunity to regenerate and manage stress.

Clear communication minimizes misunderstandings and uncertainties. Team activities and regular feedback loops strengthen team cohesion. Collaborations with organizations specializing in mental health can be a valuable resource, even with limited resources. Workshops and training sessions on stress management and self-care promote an understanding of mental health. I am currently working on a training program for a fashion brand to raise awareness among its managers about mental illness in the workplace and to offer concrete courses of action. An important goal in this context is for managers to understand how they can help their staff in a mental health emergency during working hours—this does not mean making diagnoses or taking on psychotherapeutic tasks. Often, however, it is not even known which external service could be contacted or how to create a safe space for the affected person, at least temporarily.

The key to creating a healthy working environment lies in prioritizing well-being and implementing small, sustainable measures in line with available resources.

5. What can we expect from your collaboration with ASVOFF (A Shaded View on Fashion Film) in November 2024?

The collaborative approach with the Fashion Film Event marks a significant expansion of our initiative to promote mental health in the fashion industry. Diane Pernet, a pioneering figure in the creative industries, has created a unique space through her 15-year-old ASVOFF Festival. This space brings together people from diverse fields such as acting, film directing, art, and fashion icons like Suzy Menkes, Jean Paul Gaultier, and the new ASVOFF President, Michèle Lamy. During this special occasion, I will be introducing the new film category 'Mental Health in Fashion,' which addresses the diversity within the fashion industry and beyond.

Diversity will be reflected not only in the competition films but also in the international, diverse jury. This offers a broad perspective on the complex topic of mental health. The collaboration enables a creative integration of the theme into the world of fashion and aims to simultaneously raise awareness of mental health. Beyond their visual appeal, the submitted films will undoubtedly stimulate open discussions about the challenges and solutions related to mental well-being within the industry.

This collaboration aims to bridge the gap between the aesthetics of fashion and the real-world challenges of mental health. The goal is not only to raise awareness but also to create a supportive environment both within and outside the fashion industry – a platform for positive change. I'm very excited to see what film submissions we receive and hope for strong participation.

We thank Florian Müller for the interview.