ANX - The new size from Lee

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ANX

THE NEW SIZE FROM

TO RAISE AWARENESS ABOUT ANOREXIA

We produced a batch of jeans with the measures of an anorexic woman and placed them at jeans stores nationwide.

In their labels we put information about the disease, its consequences and how to prevent it, also information about help centers.

Finding the anorexic size jeans among regular sizes impacted thousands of young women. In 4 weeks 50,000 flyers in the shape of a jeans label were taken, leading to more than 30,000 visits to size ANX's webpage. With ANX, Lee made Fashion not to inspire thousands of women to put themselves on a diet, but to put attention to Anorexia, a mental illness with the highest death rate.