The 26-year-old photo model had "Mental health is not fashion", ie "Mental health is not fashion", written on his palms as they walked along the catwalk, reports the BBC. This is because the brand had several models dressed in coats that were included in the collection they showed during the fashion week in Milan.

In an Instagram post, Ayesha Tan Jones comments on her campaign, describing the luxury brand's use of forced jerseys as hurtful and insensitive:

"As an artist and model with experience of mental illness, and as a person whose family members have struggled with depression, anxiety, bipolarity and schizophrenia, I find it hurtful and insensitive for a large fashion house like Gucci to use this imagery", writes to them.

Supported by colleagues

Ayesha Tan Jones further writes in the post that they received support from several other models during the show, and that they also perceived the forced jerseys as inappropriate. According to the BBC, several of them will now also donate their fees from the fashion show to organizations that work to counter mental illness.

In a statement, Gucci's creative director Alessandro Michele says that the jerseys are part of a larger context that is about "getting free".

“I wanted to show how society today can limit the individual's freedom and that Gucci can be the antidote. For me, the catwalk was a journey from adaptation to freedom and creativity, ”writes Alessandro Michele.