Once a Puppet Clothing

‘Once a puppet’ is clothing brand that seeks to raise awareness about mental health and well-being.

The name comes from the feeling of being like a puppet on a string with no control over your life. Once a puppet is the journey towards overcoming these feelings in an attempt to “cut the strings” which bind you. The stigma around mental health creates a barrier that can prevent people from feeling comfortable sharing their struggles, resulting in feelings of isolation.

The concept of ‘a puppet on strings’ was carried throughout the designs and photography. A ‘puppet mask’ was worn by models to allow the audience to put themselves in the place of ‘Puppet’ in everyday mundane situations.