Fashion Cramps

Stress and eating disorders, prevalent in the fashion industry, contribute to irritable bowel syndrome. In the UK, a key market for Buscopan, the leading antispasmodic, a print campaign emerged. Mimicking fashion shoots, models adopt exaggerated poses, humorously clutching their stomachs to divert attention. The copy cleverly intertwines high-fashion descriptions with stress triggers. Timed during London Fashion Week, the ads strategically appeared in OOH circuits, leading fashion magazines, and hyper-targeted online ads, effectively raising awareness about IBS in a culturally nuanced manner.