Fems has brought its #WATCHME initiative into the public sphere through what it describes as Sri Lanka's first fashion-led activation aimed at challenging myths surrounding menstruation, extending the conversation from the runway to everyday public spaces.

The initiative debuted on 16 July during CCWE Fashion Week, where fashion was used as a platform to encourage discussions on menstrual health. The runway segment was designed to challenge the stigma surrounding menstruation and the barriers women continue to face because of persistent misconceptions.

The campaign later moved to Havelock City Mall, where five models wore outfits featured in the runway collection, turning a public space into a platform for awareness and dialogue on menstruation.

Visitors were also invited to interact with #WATCHME message cards highlighting common myths and facts about menstruation, with the aim of promoting awareness and addressing misconceptions.

According to Fems, by taking the conversation beyond the fashion show and into a public setting, the initiative sought to engage a wider audience and encourage more open, informed and inclusive discussions on menstrual health.

The #WATCHME campaign forms part of the brand's broader efforts to normalise conversations around menstruation while promoting greater awareness, confidence and understanding of menstrual health in Sri Lanka.