HS Connect Makes History with Times Square’s First Patient-Led Runway Show

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NEW YORK--(BUSINESS WIRE)--Oct 7, 2025--

HS Connect, the leading patient-driven advocacy and education platform for Hidradenitis Suppurativa (HS), staged a historic runway show in Times Square – bringing awareness to an underdiagnosed condition impacting an estimated 1 in 100 Americans. Featuring 13 models living with HS, the empowering display brings stories of people living with HS to the forefront – showing hope to the community, while increasing understanding of the chronic illness among the general public.

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HS Connect’s Find Us national advocacy campaign includes a triad of Times Square Billboards on the iconic One Times Square, Nasdaq, and Midtown Financial screens. Credit: HS Connect

The event launched HS Connect’s Find Us national advocacy campaign, the organization’s largest to date. The multi-year campaign includes a triad of Times Square Billboards on the One Times Square, Nasdaq, and Midtown Financial screens, social media activations via @HSconnectorg; and ongoing advocacy initiatives. Campaign partners include UCB, Novartis, and Incyte – all global leaders in HS research and treatment.

“My dream is for every HS patient to know they have options, and most importantly, to know they’re not alone,” said Brindley Brooks, Founder and CEO of HS Connect, who has been living with HS since childhood. “For the first time, millions of people will see the real faces of those living with HS – they will see the diversity of our community, they will see the resiliency in our story; and maybe they’ll see themselves. Every new diagnosis matters. Every HS community member matters.”

At least 1 in 100 Americans are living with HS, a chronic, complex inflammatory illness, which presents with extremely painful, recurring boil-like abscesses. There has been little visibility for the illness to date, which is often misdiagnosed or underdiagnosed – causing detrimental physical and emotional impacts.

“HS is a skin condition that is so often hidden by those who live with it,” said Joslyn Kirby, MD, a leading expert in HS treatment and research. “To see powerful images of HS boldly displayed on the big screens of Times Square was both moving and empowering. This visibility helps break the silence around HS, draws positive attention to the importance of diagnosis, treatment, and support; and reminds everyone that no one has to face this condition alone.”

Find Us educates people about the realities of living with HS, while increasing diagnosis and treatment options.

“It healed so much inner trauma for me, to be able to do this,” said Ashley Dalton, an HS Connect member who modeled in the show, sponsored by UCB. “This was a huge step for healing myself; and it’s making a difference for other HS patients.”

Creative and production for Find Us was led by Oxcart Assembly.

More info can be found at hsconnect.org.

More visuals available here.

About HS Connect

HS Connect is the leading global advocacy and education platform for Hidradenitis Suppurativa. Through patient-centered storytelling, research partnerships, and community engagement, HS Connect empowers those affected by HS to live fuller lives and educates the public about the realities of this chronic condition.

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Christiaan Boer,[email protected], 206-557-4309

KEYWORD: UNITED STATES NORTH AMERICA NEW YORK

INDUSTRY KEYWORD: MENTAL HEALTH HEALTH MANAGED CARE GENERAL HEALTH RESEARCH SCIENCE

SOURCE: HS Connect

Copyright Business Wire 2025.

PUB: 10/07/2025 08:37 AM/DISC: 10/07/2025 08:35 AM

http://www.businesswire.com/news/home/20251007600128/en