LPP partners in the project called “Swaddled in life” – an unusual photo exhibition starring patients of the Specialist Hospital in Kościerzyna
Twenty-five photographs featuring, among others, patients of the Clinical Oncology Ward of the Specialist Hospital in Kościerzyna were presented as part of a unique exhibition entitled “Otulone życiem” [“Swaddled in life”]. The project was officially inaugurated on 24 October, during the vernissage at the Cultural Centre in Kościerzyna. LPP became a partner in the project intended to show a different face of people struggling with cancer.
The photo shoot organized under the slogan “Otulone życiem” [“Swaddled in life”] stars twelve exceptional women looking at life with cancer from different perspectives. The project included patients undergoing chemotherapy, after the end of treatment, but also four healthy ladies who work at the oncology ward on a daily basis. The aim of this particular initiative is to confront the common fear of dealing with sick people, and also a frequent phenomenon of excluding them from social life.
Functioning as an oncology patient, especially in a smaller city, is often associated with a sense of exclusion and entails many difficulties, such as lack of access to modern treatment programmes, the problem of transportation to therapy, and even abandoning treatment due to the inability to get to the center. Joanna Rusinowska, a ward nurse from the Clinical Oncology Ward at the Specialist Hospital in Kościerzyna and initiator of the project, is well aware of these struggles.
– What struck me most in my many years of working with oncology patients is their tremendous sense of shame, being different and fear of being judged by others. The need to point out that we are all equal, equally important, we feel the same way, have dreams and goals to achieve, and that illness is not a reason to give it up, has been growing in me for a long time. Anger at my helplessness and powerlessness in the face of this situation turned into an idea of what I, and all of us, could do about it. I wanted to turn the sense of otherness into something special. And then I started thinking about photos that would show not only patients struggling with the disease, but simply beautiful women – recalls Joanna Rusinowska and adds – The most important step was to convince the patients themselves. Then I started looking for support for my initiative. The response turned out to be surprisingly positive and exceeded our wildest expectations. Thanks to the support of Marta Hess from the marketing department of the hospital, Dr Michał Lange and Michał Stosik – the author of the photos – from the very first concept to the preparation of this unique exhibition everything happened in a flash.
The preparation of the photo shoot and the vernissage of the photo exhibition starring the heroines of the project was also supported by LPP. The Gdańsk-based clothing company engaged make-up artists who work on photo shoots on a daily basis and gifting clothes from the collections of its brands to the ladies.
– There was no need to talk us into participating in this unique project. Having worked for the benefit of the ill and those at risk of exclusion for many years, we know the importance of even the tiniest initiative contributing to changing social attitudes. Therefore, having been offered to participate, we immediately knew that we wanted to support the whole initiative. We do realize how important it is to have a positive attitude and we are aware of the role the ability to detach from a difficult reality plays in the fight against the disease. On the other hand, we are a clothing company whose mission is to enable customers to express themselves through our collections. That’s why we are delighted to be able to help the ladies starring in the shoot to feel special thanks to our small contribution and we are happy to be a part of the whole project this way – comments Patrycja Zbytniewska, LPP’s social policy and non-financial reporting leader and president of the LPP Foundation.
The exhibition at the Cultural Centre in Kościerzyna aims to raise awareness of the fact that being a woman and showing it at every stage of our lives, both in health and in sickness, is possible, although it often requires courage. The author of the photos is photographer Michał Stosik, who presented the heroines in a way that symbolizes the struggle to build ourselves anew. The shoot resulted in 25 photos, taken in various settings and also on location.
– I felt great joy because of the trust that was placed in me but I was still concerned if I would be up to the challenge to get the right effect. The motto of my work is “Photos that say a lot” so I wanted to portray the stars of the shoot in a way that would bring out their joy of life and their subtle femininity, which were covered up by illness at this difficult time for them. It turned out that working with my twelve models was very rewarding and pleasant, and the results of our work together surpassed their expectations. I heard a beautiful comment that the shoot was perceived as a form of therapy – the ladies felt noticed, appreciated and transformed. They saw themselves in a new, beautiful version. I think our goal was achieved – comments Michał Stosik.
The vernissage of the artistic photo exhibition “Otulone życiem” was held with the participation of patients, their families, representatives of the Specialist Hospital in Kościerzyna, the LPP Group, and local authorities. The meeting in unique circumstances turned out to be a breakthrough experience for the stars of the photo shoot, and the opportunity to express emotions through art was also a unique form of therapy for them.
– The decision to participate in the project was not an easy one, as there is an instinct in us that tells us to hide from the world for fear of ridicule and sympathy from those around us. The “Otulone życiem” photo shoot shows that despite the pain and fear, it is worth raising our heads and fighting as my friends and I are. We felt joy during the shoot, and our smiles depicted in the portraits will stay with us forever. I would like the outcome of this project to reach as many women as possible and show them that illness is not a reason to withdraw from life – concludes Elżbieta Szewczyk, one of the heroines participating the project.
The exhibition at the Cultural Centre in Kościerzyna is available to the public until 31 October. Afterwards, the photos will be permanently displayed at the Clinical Oncology Ward of the Specialist Hospital in Kościerzyna, where – in line with the concept of the project – they will carry a positive message and inspire a different view of oncological diseases.
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LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP SA manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 1700 stores with the total area of 1.4 million m2 and distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs over 24 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.