Generalized pustular psoriasis (GPP) is a rare skin condition and one of the few that can be life-threatening. Because it’s so rare, Dermatologists are not used to managing it.

This leaves GPP patients feeling completely misunderstood and left behind, and that adds an emotional toll to their already severe physical symptoms. People with GPP report gruesome and heartbreaking stories about how the disease affects them not just physically, but in every aspect of their lives. But so far, words alone have not been enough.

To convey the uniquely harrowing nature of this disease, we needed something that couldn’t be forgotten. Boehringer Ingelheim partnered with internationally renowned fashion designer Bart Hess, whose work includes designs for Lady Gaga, to teach Dermatologists about the devastating nature of GPP.

The Unwearable Collection, a fashion collection inspired by real patients’ experiences with the disease.

Bart Hess translated the painful words of real patients living with GPP into 4 uncomfortable outfits using unconventional materials. To convey the pain of isolation, he used shards of broken plexiglass and mirrors, representing social isolation and shattered identity. For the life-threatening nature of the disease, he bolted together hundreds of knives and over 2000 razor blades to resemble a deadly snake suffocating the wearer. To represent the intensity of a flare, he twisted and melted red charred foil, reflecting a sudden outburst overtaking the body. And for the physical pain, he cut over 10,000 razor sharp pieces of paper. The end result is a stunning clothing line no one would dare to wear, but those with GPP have no choice.

The Unwearable CollectionTM debuted at the American Academy of Dermatology Annual Meeting, the world’s biggest dermatology convention. But this was no typical booth. Resembling an art gallery, it proudly displayed Bart’s creations. Videos telling the full journey of The Unwearable CollectionTM were included inside the booth.
A look book included a stunning photo editorial of the collection and behind the scenes content. It was sent to leaders in the dermatology and the fashion industry.

www.theunwearablecollection.com

Recognitions:

Cannes Lions, Bronze

• Cannes Lions, 5x Shortlist

• Art Directors Club, Gold

• Art Directors Club, Silver

• The One Show, 3x Silver

• GRAND LIA - Pharma Craft 2022

• LIA Pharma, 3x Gold

• LIA Pharma, Silver

• LIA Pharma, 2x Bronze

• CLIO, Gold

• CLIO, Silver

• CLIO Health, 3x Gold

• CLIO Health, 2x Silver

• CLIO Health, Bronze

• New York Festival Health, 3x Gold

• New York Festival Health, 2x Silver