Welcome to the House of Boobography: A unique collaboration between Fujifilm and CoppaFeel! this October

As part of their ongoing partnership, Fujifilm and youth-focussed breast cancer awareness charity CoppaFeel! have collaborated on a unique exhibition in the heart of London’s Covent Garden for the duration of October, held at the FUJIFILM House of Photography - Fujifilm’s world-first concept store that celebrates every element of taking, making and sharing photos.

Breast Cancer Awareness Month, which takes place every October, aims to educate people about the risks of the disease, raise money for research and encourage regular checking of breasts, pecs and chests.

Fujifilm has worked closely with CoppaFeel! and award-winning photographer Kristina Varaksina to produce stunning imagery, shot on Fujifilm’s groundbreaking medium-format GFX camera system. In an exploration of every fold, dimple, crinkle and curve that forms each person’s unique landscape, the images act as a celebration of bodies in all their glory.

These photographs are now on display at the House of Boobography and form a key part of CoppaFeel!’s Know Yourself campaign which launched this September, and can be seen in print and on billboards across the country, from Paisley to Plymouth.

Alongside the Know Yourself Gallery, exclusive merchandise including t-shirts and tote bags is on sale, from which proceeds will be donated to CoppaFeel!. Visitors can immerse themselves in the boob landscape backdrop providing the perfect photo opportunity, reflect on how they get to know themselves and take with them free co-branded shower stickers and self-checking cards with handy tips on how to regularly check in with their bodies and spot early signs of breast cancer.

Sally Cope of the Women’s Health Team at Fujifilm UK said: “The FUJIFILM House of Photography is an immersive experience which encourages creativity. By transforming part of our space into the House of Boobography, we are proud to play a part in inspiring visitors and make self-checking a less intimidating subject. At Fujifilm, we understand the vital role of accurate and early diagnosis in surviving breast cancer, so we really wanted to help raise awareness of this message in an engaging way.”

Kristina Varaksina, Photographer, said: “It’s an incredible honour to be a part of this project and collaborate with Fujifilm and CoppaFeel! on something so meaningful. I felt privileged to photograph and witness this inspiring group of people truly getting to know their bodies. This project showcases the opportunity photography presents as a medium to raise awareness about something as important as breast cancer.”

Sinéad Molloy, Head of Marketing at CoppaFeel!, said: “This is our third year of working with Fujifilm, a partnership built on improving breast cancer outcomes through impactful and innovative creativity. This year, we set out to shift young people’s perceptions of breast cancer, and we hope that visitors to the House of Boobography take away the message that breast cancer is a relevant issue to young lives too - and, above all else, understand that nobody knows their body better than they do."

The House of Boobography is free to enter and is open throughout 1-31 October 2021 at the FUJIFILM House of Photography, 8-9 Long Acre, WC2E 9LH.

For further information: fujifilm-houseofphotography.com