Azulra

Azulra is a fashion brand created to challenge the stigma surrounding mental health while building a safe and supportive environment for self-expression. Through innovative design and thoughtful storytelling, Azulra combines creativity with advocacy to inspire open conversations about mental well-being. The project includes branding, brand guidelines, two unique fashion collections, coffee table books for each collection, a lookbook for the first collection, and a collaborative campaign video developed with filmmakers.

The stigma surrounding mental illness often leads to discrimination and prevents individuals from seeking help, perpetuating harmful cycles. Azulra’s mission is to address these barriers by promoting understanding, empathy, and early intervention. By encouraging open dialogue, the brand aims to help people find the support they need to lead healthier and more fulfilling lives.

Branding and Vision:
The name Azulra is inspired by the Portuguese term for the Blue Macaw (arara azul), a bird symbolising freedom and self-expression in various cultures. This essence is central to Azulra’s identity, representing individuality, empowerment, and the courage to speak openly about mental health.

Collections:
1. Chaos- The first collection, Chaos, reflects the external pressures of modern life, such as constant connectivity and societal expectations, that impact mental health. Using raw, sketch-like designs, this collection visualises the world’s chaos and its influence on well-being. Azulra avoids traditional demographic segmentation by age, instead focusing on three core personalities: reserved, outspoken, and humorous. This approach respects how individuals uniquely engage with their mental health and the brand.
2. Notes- The second collection, Notes, was created in collaboration with designer and illustrator Bailey McNamara. Targeted at a younger audience, this collection blends words and visuals to create a relatable and engaging dialogue about mental health.

Azulra’s designs are created for a diverse audience, with an emphasis on inclusivity. By focusing on personalities rather than age, the brand connects with individuals on a deeper level, offering tailored experiences that resonate with their unique journeys and mental health perspectives.

It aims to break down barriers surrounding mental health by merging fashion with advocacy. Through its collections, branding, and campaigns, the project promotes understanding and fosters meaningful conversations. By addressing mental health stigma, Azulra seeks to build a more empathetic society where individuals feel empowered to seek support and embrace self-expression.

Azulra is more than a fashion brand; it is a movement towards a future where mental health is openly discussed, stigma is eradicated, and everyone is supported in leading fulfilling lives.