The current Modes CEO leads EBIT, blending fashion collections with mental health advocacy to promote positive change and awareness
Simon Whitehouse is a visionary leader in the fashion industry, known for his ability to merge creativity with purpose. With a history of CEO roles at global brands such as JW Anderson and Art Partner, he has always been at the forefront of fashion innovation. Currently, he serves in a leadership role at multi-brand concept retailer MODES, since March 2024.
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Throughout his career, Whitehouse has skillfully blended business acumen with cultural impact. Before Modes, he spent a year leading Reference Studios, which is based in Berlin and Milan, following his tenure as the CEO of sustainability consultancy Eco-Age. Prior to that, he led Art Partner for three years and was the CEO of JW Anderson from 2014 to 2018, collaborating with Jonathan Anderson for JW Anderson and behind the scenes for his creative directorship at the LVMH-owned Loewe. His extensive experience also includes collaborations with brands like Matthew Williamson, Diesel Black Gold, and DKNY.
Beyond his role in corporate leadership, Whitehouse is the founder of EBIT™ (Enjoy Being in Transition™), a pioneering project that bridges the gap between fashion and mental health advocacy. EBIT taps into the creativity of designers, musicians, and artists to ignite conversations around mental health within the fashion community, having collaborated with notable figures such as Glen Luchford, Soo Joo Park, Michel Gaubert, and M/M (Paris). Through EBIT™, Whitehouse challenges industry norms and fosters open conversations about emotional well-being, using fashion as a platform for change.
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In an exclusive interview with Istituto Marangoni Milano, Whitehouse discusses the inspiration behind EBIT™, its mission, and his vision of fashion as a powerful tool for raising awareness about mental health.
Could you share the inspiration behind founding EBIT™ and its primary objectives?
EBIT™, which stands for Enjoy Being in Transition, was conceived during the pandemic—a period marked by isolation and introspection. The idea originated from a personal ritual my wife and I have: at the end of each year, we get a tattoo symbolising the experiences of that year. That particular year, my wife was pregnant and unable to participate, prompting me to reflect deeply on transitions and personal growth. This contemplation led to the creation of EBIT™, which aims to challenge the status quo and reshape perceptions of mental health within the fashion community.
How does EBIT™ intertwine mental health advocacy with its fashion endeavours?
Our approach is multifaceted. For instance, we launched our debut physical collection, TRUE STORIES [E050], on World Mental Health Day in 2023, which features garments accompanied by narratives from individuals like Amina Ladymya and Daniel Moors. Amina grew up around patients where her parents were doctors in a psychiatric hospital in Senegal, which gave her a unique perspective on mental health, while Daniel shared his journey navigating the subcultural underground of Manchester and personal challenges with depression and suicidal ideations in Shanghai. By pairing clothing with these authentic stories, we aim to foster empathy and open discussions about mental well-being, building a silent solidarity around the topic.
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Can you elaborate on the design philosophy behind EBIT™’s collections?
Our designs are intentional and symbolic. For instance, the TRUE STORIES [E050] collection incorporates cocoon-like silhouettes and loose seams. These elements represent protection and the complexities of mental health experiences. The folded layers in our printed materials mirror the intricacies of individual mental health journeys, emphasising our capacity to come together in solidarity and compassion.
EBIT™ has collaborated with various creatives and artists. How do these partnerships enhance your mission?
Collaborations are central to EBIT™’s ethos.By working with talents such as the creative agency M/M (Paris), photographer Glen Luchford, fashion’s leading sound director Michel Gaubert and Korean supermodel-turned-musician Soo Joo Park allows us to blend diverse perspectives and mediums, enriching our narrative. These partnerships help us create multidisciplinary platforms that resonate with a broader audience, furthering our goal of promoting mental health awareness through fashion.
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How has your role as CEO of Modes influenced EBIT™’s direction?
Leading Modes has provided a unique opportunity to integrate EBIT™’s mission into a broader retail context. Modes is an omni-channel platform that celebrates individuality by combining iconic luxury houses with emerging labels. This environment aligns with EBIT™’s values, enabling us to reach diverse audiences and cultivate a community that embraces both fashion and mental health advocacy.
What challenges have you faced in merging fashion with mental health advocacy, and how have you addressed them?
One significant challenge is overcoming the stigma surrounding mental health, especially within the fashion industry. To address this issue, we’ve focused on authenticity and storytelling to ensure that our initiatives genuinely reflect individual experiences. By creating safe spaces for dialogue and using fashion as a conduit, we have successfully engaged communities and encourage open conversations about mental well-being.
Looking ahead, what are EBIT™’s plans to further its mission?
We’re committed to continuous evolution. Our plans include expanding our collections to incorporate more diverse stories casting incredible real-life characters open to sharing their experiences and expertise of mental health, and collaborating with mental health organisations and commercial brands alike – always rooted in the authentic purpose and moral compass of EBIT™. We also aim to create immersive experiences that educate, inspire, and foster a sense of community.
How do you envision the future of fashion in relation to mental health awareness?
I believe the future of fashion lies in its potential to serve as a platform for meaningful dialogue. As the industry becomes more socially conscious, there’s a growing opportunity to use fashion as a tool for social change. By prioritising mental health, promoting inclusivity, and embracing authenticity, fashion can play a crucial role in shaping a more empathetic and aware society.
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Through EBIT™, Simon Whitehouse is pioneering a movement that goes beyond traditional fashion boundaries, integrating mental health advocacy into the core of the industry. His efforts highlight the power of storytelling and design in fostering understanding and compassion, setting a new standard for how fashion can act as a catalyst for positive change.
Angelo Ruggeri
Journalist and Master Course Tutor; Fashion Styling Course Leader, Milan