Press release - #promenadeavecmimz

Quebec, Wednesday October 28, 2020 – Émilie-Rose Couture, at the head of the Mimz women's clothing line, is launching an appeal to her customers to raise awareness among young adults about the precariousness of mental health. Thanks to the #promenadeavecmimz movement, she wishes to share the feeling of urgency that inhabits her in the face of the high number of people who suffer from anxiety or depression, particularly in these times of uncertainty. Through this initiative, which takes the form of a competition, Émilie-Rose invites her subscribers to think about their well-being, to go out for some fresh air and to share everything on Instagram, in order to reach as many people as possible.

The young entrepreneur from Saint-Augustin-de-Desmaures felt challenged by the latest statistics which show the psychological distress of more than one in three young people: “37% of young adults aged 18 to 24 respond to criteria for anxiety or major depression” (Université de Sherbrooke, 2020). The statistics for young Montrealers seem even more important, according to data published by Public Health on October 21: “46% of Montrealers aged between 18 and 24 say they feel symptoms similar to generalized anxiety disorder or of major depression.

While the vast majority of Mimz's Instagram subscribers are aged between 18 and 34, Émilie-Rose felt the need to do something: "I definitely believe that staying locked inside, in front of a screen every day, it affects morale. What makes me feel good and takes my mind off things is going for a walk or doing an activity outside. I told myself that with a competition, there would be an incentive to get young people out and that it can only do them good,” she mentions. She therefore invites the public to get out of the house, go for a walk, immortalize the moment, then share it on social networks to start the movement again. Among the people who have published a photo of themselves outside by identifying the hashtag #promenadeavecmimz by November 6 at midnight, one lucky person will be chosen randomly and will be able to purchase a Mimz piece of their choice, a maximum value of $100.

Émilie-Rose has lived with anxiety for more than seven years and went through a long depression following concussions: “I myself have faced depression and anxiety. I know what it's like to suffer in silence and I wouldn't wish that on anyone. Small changes in our habits can make a big difference.”

Based in Saint-Augustin-de-Desmaures, in the Quebec region, the Mimz brand was founded in 2017 by Émilie-Rose Couture and was first known for its one-piece swimsuits. In 2019, the company reoriented its activities to offer women's clothing, where sustainability and transparency are put forward.

A BIG thank you to the Brouillard team for the Press release .