Eli Lilly has enlisted the aid of Tan France, fashion guru on the wildly popular US makeover show Queer Eye, in a campaign that seeks to fight bias and stigma in obesity through clothing and personal narratives.
The new initiative – called Changing the Thread Collection – aims to reframe obesity as a chronic disease “deserving of understanding and treatment” rather than being dismissed as a failure of willpower, according to Lilly, the manufacturer of weight-loss therapy Zepbound (tirzepatide).
Its aim is to help change the narrative around obesity by sparking conversation and elevating authentic stories, and revolves around an exhibition of clothing that serves as a canvas to share the “science, struggles, and accomplishments” that accompany the journey of a person living with obesity.
An in-person exhibition of the clothing created for the campaign will be held later this week (14th to 15th November) at 13 Crosby Street in New York City.
Each piece, from scrubs to a swimsuit, is embroidered with stories from people living with obesity. Through these stitched narratives, the collection aims to help “unthread” bias and spark a cultural shift in the way obesity is considered, according to Lilly.
Tan France
“So many people with obesity use clothing to hide from bias and judgment,” said France, Queer Eye’s fashion expert, who, alongside his fellow hosts, helps people revamp their wardrobe, grooming, interior design, entertaining, and personal and emotional lives.
“Over time, that bias and judgment can become internalised and negatively impact what they choose to wear,” he added, pointing to one person who wore a black puffer vest for nine months of the year – to work meetings, dinners with friends, and even on dates – to avoid drawing attention to herself or her weight.
“It’s stories like these that make Changing the Thread Collection so powerful. It brings these experiences to light and shows us how clothing can carry meaning, mark moments in our lives and reflect how we choose to present ourselves,” said France.
“I hope people have an open mind to understand a new perspective. I want people to feel the weight of stigma and bias. But I also want people to see that every garment in Changing the Thread Collection is a story of resilience.”
This is the latest effort by Lilly to draw on a public figure to change the narrative about illness, coming a few months after the company called on A-list actress Julianne Moore to front a dementia awareness campaign called Brain Health Matters.