Looking at a fashion statement inside the world of orthopaedics; an unconventional view of the brace. Campaign photoshoot for IDL™ orthopaedic braces
The brace representation has always been somewhat medical, looking like a piece of cast for a broken arm or leg; not exactly something appealing to a young person. It looked invasive and confining, something like out of the Middle Ages, something terrifying and – let’s face it – downright appalling. The entire effort focuses on presenting the brace as a fashion accessory, that it is also good for you: it’s cool to wear, it can look hip, sexy, romantic, sci-fi, or whatever you want it to look like, plus you are doing something good for your body; it’s self-care.