Now it all makes sense...
When Love Island‘s Chris Hughes revealed that he was launching his first ever product in partnership with Topman, we were very curious.
But we’re going to be honest, when we then found out that the product – L’Eau De Chris – was a bottle of mineral water infused with one of Chris’ tears, our curiosity turned to complete confusion.
However, the reality TV star has now revealed what the campaign is really all about…
Taking to Instagram, Chris wrote: ‘L’Eau de Chris? No, ludicrous. It’s ludicrous that men bottle up their emotions every single day. And ludicrous that suicide is the biggest killer of young men in the UK. We live in a culture that encourages men to bottle up rather than open up. That’s why I’m proud to have worked with @topman and @calmzone to change that. However you open up this #WorldMentalHealthDay, just #DontBottleItUp [sic]’
Yep, we were pretty taken aback, too.
Chris, we applaud you.
The Love Island star appeared at an event this morning to mark World Mental Health Day, Chris revealed that L’Eau de Chris and his shoot with world-renowned photographer RANKIN was convey the shocking message that 84% of UK men say they bottle up their emotions, and to raise awareness for CALM – which is the male suicide prevention charity for which Chris is now an Ambassador.
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‘Yesterday everyone was shocked that I had literally bottled my emotions in a water bottle infused with my tears,’ he announced at the event. ‘And as the L’Eau de Chris name suggested, doing that would have been ludicrous; yet this is what men across the UK are doing every single day.’
‘What’s really ludicrous is that suicide is still the single biggest killer of young men in the UK,’ he continued. ‘We live in a culture that encourages men to ‘man up’ and bottle things up. That’s why I’ve become an Ambassador for CALM and why together with TOPMAN we want to show men across the UK that it’s okay to open up instead of bottling it up.’
Discussing his personal battle with mental health, Chris opened up: ‘I’ve got personal experience of the benefits of opening up and expressing emotion, which is why I want to work with this incredible charity in its mission to making life less miserable for men across the UK. Our message to all guys is: however, you open up, just #DontBottleItUp.’
‘I suffered silently initially and that was the issue, there’s the phrase ‘suffering silently’ and that’s where things were tough for me, when I opened up to my mum things became easier and stuff…’ he said before becoming overwhelmed with emotion.
The L’Eau de Chris water bottles will now be auctioned at thecalmzone.net/dontbottleitup, with all proceeds going to support the charity, and TOPMAN are also going to donate £2 from every pack of TOPMAN boxers sold from 10th – 31st October to CALM.
Visit www.thecalmzone.net to find out more.