Williams (in collaboration with a designer from Daisie), along with Zoe Sugg and activist Adwoa Aboah, designed a limited-edition period bag for WaterAid's non profit monthly subscription service Fempowered. Williams' sustainable cotton bag has an abstract design featuring a womb, hands and the slogan "feeling bloody brilliant", is designed to contain period products and fit into a handbag. Williams said she wanted to help girls feel "period proud" and to "make life fairer for girls everywhere". Sales of the bags are intended to help both tackle taboos regarding periods (65 per cent of UK women say they feel too uncomfortable to openly carry their period products to the toilet in public), while also raising money to tackle international inequalities of period poverty, where one in four people globally lack access to hygienic sanitation, safe private spaces and aids to help manage their periods hygienically, which results in many girls around the world missing or abandoning school.