The Planned Parenthood Federation of America (PPFA) is unveiling a new condom brand, Proper Attire, as a fashionable “must” have this season. Featuring a chic package with a unique fig leaf print, the brand is aimed at making women more comfortable buying protection and taking care of themselves.

“Social taboos make women embarrassed to buy condoms, that’s why Proper Attire was created,” PPFA President Cecile Richards is quote as saying in TickerTech.com. “With it’s fashionable wrapping, women will now have the option to choose the right ‘attire’ for that special occasion. Responsible decisions about sex are everybody’s personal fashion statement.”

I think it’s brilliant. Set to coincide with Fashion Week and Valentine’s Day with a Feb 1 launch, Proper Attire has the ability to create just the right amount of buzz. The firm Corbin & Associates, who specialize in brand building and who feature a long list of clients that include Sephora, Nabisco and Crabtree and Evelyn, has been tapped to drive the strategy and messaging. And from what I can tell they’ve taken a subject that make most women blush and found a way to make it hip.

They’ve added a level of fun to their strategy. Proper Attire comes in four styles — regular, color, dots and extra large. It does present women with a variety of options, whatever their mood may be.

Aimed toward women 18-34, the condoms will be found at boutique hotels and upscale nightclubs. To kick it off, the PR team will give out a sample distribution in “stylish” New York neighborhoods, as well as targeting celebrity endorsements and PPFA advocates.

I’d say their PR team did something right. I am one of those women who blush at the mere mention of condom, but at the same time I am a woman who takes pride in being stylish and ahead of the curve. I will check out Proper Attire …