A High Wycombe woman is on mission to get major fashion brands to rethink the way they portray mental health on their products.

Phil Hill, 25, has convinced a number of companies - including Boohoo, Redress and Save the People – to remove offensive slogans like “cute but psycho” from their t-shirts.

The Easton Street resident was motivated to take up the cause after posting a video on social media site Instagram focusing on mental health terms that get “thrown about”.

She said: “One of those is “cute but psycho”. I don’t have that many followers on Instagram but when I posted the video, it was quite popular so I thought I would look into it further.

“I found all these companies online, mostly clothing brands, selling products with slogans like ‘cute by psycho’ or ‘cute but psycho but cute’. It’s quite a common phrase that people use on social media but it just doesn’t sit very well with me because it trivialises a serious disorder.

“It passes off a serious mental health disorder as fashion and it’s very belittling.”

Phil contacted companies including Boohoo, Missguided, Redress, Save the People and Not on the High Street, and a number of them removed the offending products from the site, but some have so far refused.

She said: “The first company I messaged responded straight away and they took it down and apologised. Over the next couple of months I messaged more and some of them agreed with me and some didn’t. I had to email some of the companies quite a few times before anyone responded to me.

“One company refused to take it down because they said mine was an isolated view, so I launched a petition to prove that it wasn’t and I got about 160 signatures.”

The mental health campaigner says that fashion retailer Lasula is one of the companies that has not removed the products from their website.

In a statement, a spokesman for the brand said: “We apologise for any offence caused by this product as this was not our intention, we have already fed this back to the relevant department.

“We cannot confirm what the outcome of this feedback will be, once again we're sorry for any upset caused.”

Since starting her campaign, Phil says people now get in touch with her to say they have seen the phrase elsewhere, and there is no sign that she will give up the fight to get mental health to be taken seriously by retailers.

She said: “I try to talk about mental health a lot on social media. When I started doing this, I honestly thought they wouldn’t listen to one person but it has proved that it is important to try and reduce the stigma surrounding mental health. The only way we can do that is by talking about it so people will seek help.”