January 26, 2011
This couture combination of clever double entendre, medicinal activism and brain-searing visuals is from the Marc Jacobs "Protect The Skin You're In" campaign that has featured Heidi Klum, Dita Von Teese, Victoria Beckham ... and, as you can see, fashion icon Sean Avery(notes) of the New York Rangers.
And by largest organ, Avery of course means this.
Copyranter shared this with the world Wednesday (via Osocio) under the headline "Douchebag Sean Avery does nude skin cancer t-shirt shoot," which certainly shortchanges the altruistic aims of the project. From the campaign's official Facebook page:
Marc Jacobs has reissued color versions of some of the most popular "Protect the skin you're in" celebrity nude T-shirts as part of an ongoing campaign to raise awareness about the deadly skin cancer and benefit melanoma research at the NYU Cancer Institute at NYU Langone Medical Center. The campaign, which features more than a dozen celebrities baring all for skin cancer, has already raised over $1 million for the NYU School of Medicine's Interdisciplinary Melanoma Cooperative Group (IMCG).
Avery is among the new group of nude models that includes Miranda Kerr, Gigalianne Braga, Lily Aldridge and Milla Jovovich. And thank you Milla Jovovich (NSFW) ... for your work in "The Fifth Element," of course. Leelou Multipass, FTW.
As it is, it seems far too focused on getting people into the store. And while I can understand that this exclusivity builds demand and perceived value for the shirts, I don't think it benefits the cause.
So is this true corporate responsibility? Is it good social marketing? Is it self-serving? Is it slacktivism?
Looking at this Sean Avery shirt, obviously there's one more question to ask: Is it art?
Stick-tap to reader J.P. for sending this over.