Fruit of the Loom launched a new women’s line called Seek No Further – a collection aimed to elevate any wardrobe out there. We created an entirely new brand for Fruit of the Loom and pushed them into a higher-end look to help them stand out in the fashion world. We created a full social media campaign by working with influencers and models that fit our new line and invited them to share their own fashion stories, proving that anyone could be their own stylist with our collection. Then, using the content from our shoot, we created a new site experience that was completely different than the typical Fruit of the Loom look and feel. That way, we could stand out as being a more high-end subbrand. The site featured women of all body types which was unique to Fruit of the Loom at the time. Showing this more inclusive look, we catered to a new audience which increased sales and built brand loyalty. 

After the launch, Fruit of the Loom created a pop-up shot in New York and invited our influencers and fans to come be a part of this new launch. There, fans were able to talk with the influencers and experience the new collection first hand.