Lady Gaga’s foundation teams up with Cotton On to raise money for mental health

Australian-born fashion brand Cotton On partners its philanthropic arm with Lady Gaga and her mum’s Born This Way Foundation to raise $5 million for global mental health.

The two organisations have come together to create a range of limited-edition products, which will be available from 1 September until 10 October 2023. Cotton On has promised to donate 100% of the proceeds to the Born This Way Foundation.

The Foundations aim to ignite a transformative movement that prioritises mental health globally. As one in seven young people (aged 10-19) worldwide experience mental health challenges, this partnership hopes to increase community-based resources for young people.

Lady Gaga, Co-Founder of Born This Way Foundation, commented: "We're honoured to partner with Cotton On Foundation for our first global campaign amplifying our mission to build a kinder, braver world together.

"We are constantly working to uplift the stories of young people worldwide, and through this partnership, we invite everyone to practice kindness and learn how to better support one another. Our research tells us that kindness is one way we can support each other’s mental health."

Customers can support the cause by purchasing caps, T-shirts, tote bags, stationery or a denim jacket online and in select stores globally. Each piece is stamped with the slogan ‘Kinder, Braver, Together’, inspired by Born This Way’s mission.

Peter Johnson, CEO of Cotton On, said: "Cotton On’s purpose is to make a positive difference in people’s lives, and it is partnerships like this that will deliver significant impact on a global scale.

"Recently, our team and customers told us that mental health was increasingly important to them and our foundation set out with the commitment to help 10 million people gain access to mental health services. Born This Way Foundation, an organisation that shares our values, is a critical partner in making this goal a reality."

Established in 2007, Cotton On Foundation has raised over $170 million AUD to support youth globally so far. Not only will Cotton On create a clothing line, but it will also support Born This Way Foundation initiatives, such as the ‘Be There Certificate’ - a free online course that provides participants with the knowledge to support peers facing mental health challenges.

In order to achieve widespread impact, this partnership asks people to nominate local mental health organisations, in which selected nominees will receive funding up to $150,000 USD per country.

Tim Diamond, General Manager of Cotton On Foundation, added: "Our unique fundraising model brings our team and customers together to give back – it’s pretty incredible. When we established our foundation 15 years ago, we never thought we would be where we are today. We are proud and humbled to be partnering with Born This Way Foundation to increase access for young people to mental health resources and positively impact the communities where we live and work."