Recognizing Dermatologists are aesthetic in nature, we leveraged high fashion to educate them on how GPP affects patients. Boehringer Ingelheim partnered with internationally renowned fashion designer Bart Hess, whose roster of work includes designs for Lady Gaga, to translate the painful words of real patients into four unwearable pieces of haute couture fashion using unconventional materials.

To convey 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 2,000 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 flare overtaking the body. And for physical pain, he cut over 10,000 razor sharp pieces of paper.

The collection premiered in a fashion gallery at the largest dermatology convention of the year.

According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the FDA advises that disease-related advertisements/communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message.

This campaign targets Dermatologists, who have a very low understanding of a rare skin condition called General Pustular Psoriasis (GPP). Most Dermatologists treat GPP like other more common but less severe forms of psoriasis. We needed Dermatologists to understand how GPP affects patients in a uniquely horrific way.