Leslie Anne Peterson
Writer. Author. Creative.
The_Unwearable_Collection_Bart_Hess_Generalized_Pustular_Psoriasis_Full_Set_Of_Mannequins_1.jpeg

The Unwearable Collection

Agency: Area 23
Role: Copywriter

TEAM
Creative Director: Thiago Fernandes
Creative Director: Wid Souza
Art Director: Tani Zipper
Art Director: Annette Palmar

Generalized pustular psoriasis (GPP) is a rare, potentially life-threatening skin disease marked by painful, pus-filled eruptions across the skin. Because of its rarity, many healthcare providers struggle to fully understand its physical and psychological toll.

To raise awareness, Boehringer Ingelheim partnered with fashion designer Bart Hess to create The Unwearable Collection—a line of conceptual garments representing the unbearable reality faced by people living with GPP. Each piece embodies the pain and isolation of the disease: clothes no one would choose to wear, yet some must.

As lead copywriter, I helped develop the campaign concept and wrote copy for the website, conference materials, and other brand executions, ensuring the tone captured both the artistry and empathy at the heart of the project.

See the full Unwearable Collection website HERE

RECOGNITION

  • Cannes Lions, Bronze 2022

  • Cannes Lions, 5x Shortlist 2022

  • CLIO Health, 3x Gold 2022

  • CLIO Health, 2x Silver 2022

  • CLIO Health, Bronze 2022

  • GRAND LIA - Pharma Craft 2022

  • LIA Pharma 3x Gold

  • LIA Pharma Silver

  • LIA Pharma 2x Bronze