A six-week initiative promoted by the Italian lingerie brand Intimissimi essentially exchanges one form of padding for another: used bras collected at its brand name stores throughout Italy will be recycled into insulated and soundproof panels used for construction.

To raise awareness of the "pressing problems that afflict the ecosystem," Intimissimi is accepting the bras through the end of this month. A multimedia ad campaign featuring the Russian model Irina Shayk urges women to bring used bras to an Intimissimi store to "help save the planet."