Celebrating Neurodiversity

Lucy & Yak are lucky to have such a diverse community with so many wonderful neurodiverse folk – who say they love the brand for our comfy fits,
expressive clothes and inclusive culture.

Following on from our popular 2021 campaign and ongoing work with neurodivergent creators, we wanted to keep the conversation going with a collection that resonated with our community, and a platform that inspired people to share their own stories over Neurodiversity Celebration Week and beyond.

We call it: Everybody & Everymind, a celebration of neurodiverse experiences in our community – curated, created and inspired by our neurodivergent customers, creators and staff, with half of the profits donated to the ADHD Foundation Neurodiversity charity – the UK’s leading neurodiversity charity.

A Limited Edition Collection.

We invited the community to shape the collection with feedback on everything from the fabrics and shapes to the colours and fits of existing Yaks – to make sure the collection contained the most sensory-friendly clothes possible.

Now we had the perfect Yaks, our very own resident artist and upcycler Sarah Caulfield (who herself is neurodivergent), worked her magic, creating around 20 illustrations that each touched on a different neurodivergent experience such as overstimulation, masking and burnout. This was then whittled down to 5 final illustrations.

A Sensory Friendly Shoot.

Our collection was inspired and informed by the wonderful neurodivergent members of the Yak community, so it was only right that they were the stars of the shoot, which featured staff, customers and friends of the brand – each with their own unique neurodivergent experience.

In the buildup to the shoot, we worked closely with our neurodivergent staff to make sure we created an environment in which everyone could have the best day possible. This included:

  • No music to keep the space peaceful.

  • Supplying Loop earbuds for anyone to use if needed.

  • Reduced lighting throughout the space, while checking with all models ahead of time if flash lighting was OK.

  • Setting up quiet areas for people to sit in.

  • Optional makeup that was influenced by the style they chose.

  • Lots of fiddle toys available for everyone!

Opening up the conversation.

At the heart of this campaign was going beyond a collection and creating a platform for people to share their own neurodiverse experiences, stories, highs and lows – creating content on blog posts and social channels to spark conversation.

The Blog:
https://lucyandyak.com/blogs/news/everybody-everymind

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