“A clothing line no one would dare to wear, but those with GPP have no choice.”

GPP is a rare skin condition that’s potentially deadly. Within two hours, GPP can cause pustules (open wounds) to erupt all over a patient’s body and require urgent hospitalization. Because it’s so rare, dermatologists are not familiar with its consequences and most are not used to managing such a severe condition.

The pharmaceutical client aims to raise awareness among Dermatologists of this deadly disease, build empathy for suffering patients, and teach them more about the disease. Most dermatologists don’t differentiate GPP from more common conditions, therefore they don’t recognize the incredible unmet need.

Recognizing that dermatologists are aesthetic in nature and that beauty is inherent to their work, we designed a disease education campaign that blends health and high fashion, but with a gut-punching twist. We partnered with internationally renowned fashion designer?Bart Hess, whose roster of work includes designs for Lady Gaga, to teach dermatologists about GPP with the Unwearable Collection, a fashion gallery of clothing inspired by real patients’ experiences suffering from GPP.

Bart Hess translated the painful words of real patients living with GPP into four 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 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 outburst overtaking the body. And for the physical pain, he cut over 10,000 razor sharp pieces of paper.

The Unwearable Collection was premiered in March 2022 at the American Academy of Dermatology (AAD) Annual Meeting, the?world’s biggest dermatology convention. The booth was a couture fashion gallery that stood out in stark contrast to typical medical convention booths.

The gallery proudly displayed Bart Hess’s four creations along with information about the disease and its symptoms, a brief description of each piece, and the real patient quote on which it was based.

The fashion gallery lured visitors in with beautiful designs and then educated them about the experiences of GPP patients through haute couture they are unable to look away from.

A short film played in the booth that documented the Unwearable Collection, including real patients with GPP sharing their heartbreaking stories, Bart’s creation of the four works of art using unconventional materials, and an emotional moment where Bart shares the collection with Christine, a patient whose testimony inspired the Collection.

A documentary film by director JP Lasmar was shared, which followed the creation of The Unwearable Collection by Bart Hess, as well as the experiences of patients who inspired the designs.

A limited-edition pictorial look-book with photos by fashion photographer Juliana Rocha was created to commemorate the collection and given to leaders in the field.

Prior to the event, a teaser film was sent to attendees to build excitement and drive booth attendance. QR codes within the event drove visitors to a disease education website that gives more information about GPP.