We don't bleed blue, we bleed period! Chelsea starts new campaign to detabooing period stains
The topic of menstruation and its destigmatization is gradually being addressed in the WSL. Manchester City has partnered with Czech brand Snuggs, which manufactures period panties. Arsenal has spoken out about the fear of period stains, and West Ham recently broached the subject as well. Now Chelsea is joining in.
- Ahead of their season opener on 5 September 2025 against Manchester City, Chelsea FC Women wore shorts featuring faux blood stains in warm-up—part of the “We Don’t Bleed Blue. We Bleed. Period” campaign, designed to confront menstrual stigma through visual symbolism.
- The initiative was launched in partnership with period care brand Here We Flo, which became the club’s official “Back Of Shorts” sponsor. The campaign aims to normalize menstruation and challenge societal taboos around periods.
- Social media reactions were strong and varied—some praised Chelsea for “shining a light on reality for all women” and supporting female athletes, while others criticized the explicit imagery as unnecessary or inappropriate.
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