The Unwearable Collection

Generalized Pustular Psoriasis (GPP) is a rare skin condition, but it’s potentially deadly. 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.

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.

The end result is a stunning clothing line no one would dare to wear, but those with GPP have no choice.

• 5 Cannes Lion shortlists

• 2 Gold MM&M Awards