Fems has brought its #WATCHME initiative into public view through a first-of-its-kind fashion-led activation in Sri Lanka, becoming the first brand in the country to challenge period myths on the runway and extend the conversation into public spaces through an immersive public activation.
The initiative debuted on 16th July as part of CCWE Fashion Week, where fashion became a platform to spark conversations around menstrual health. Every element of this fashion segment was thoughtfully designed to challenge the invisible barriers women continue to face due to the stigma surrounding menstruation. The message was then taken beyond the runway to engage the wider public.
At Havelock City Mall, five models wore outfits from the runway collection, transforming a familiar public space into a platform for visibility, expression, and dialogue around menstruation. Visitors were also invited to engage with #WATCHME message cards featuring common myths and facts about menstruation, encouraging greater awareness and challenging long-held misconceptions.
By taking conversations from the runway into everyday public spaces, #WATCHME enabled more people to engage with the initiative beyond the fashion show, reinforcing Fems’ commitment to making conversations around menstruation more open, informed, and inclusive.
#WATCHME is part of Fems’ broader effort to normalize conversations around periods while building greater awareness, confidence, and understanding of menstrual health in Sri Lanka.