Fruit of the Loom

Social Media Campaign

Photography by Paul Miller

A woman packing clothes into an open suitcase on a bed in a bright bedroom.

The Challenge: Curating Relatable Authenticity

The objective was to wardrobe a digital campaign for Fruit of the Loom centered on "lived-in" comfort. The challenge was to create a series of "at-home" scenarios that felt aspirational yet deeply accessible, ensuring the styling felt like a genuine reflection of the target demographic's daily life rather than a staged commercial.

Woman standing in a cozy, well-lit living room with a mug, wearing underwear and a cardigan, with vinyl records and a record player in the background.
A woman with short dark hair, wearing a white polka dot shirt and pink shorts, sitting on a black couch near a large window. She is smiling and raising her right hand in a relaxed pose. A white dog with black markings is lying on the couch beside her, resting its head on a cushion, and a blue book is placed on the couch near the dog. There is a large green potted plant next to the couch.

The Solution: Accessible Personality & Budget Optimization

Working within a strict production budget, I curated a wardrobe that prioritized a "casual-upbeat" aesthetic. I utilized playful patterns and tactile accessories—like headbands and layering pieces—to inject personality into basic silhouettes. The goal was to make the brand’s core products feel "styled" without losing the comfort and ease that defines the Fruit of the Loom DNA.

The Result: Engaging Social Content

A vibrant, personality-driven suite of assets tailored for social media. The styling successfully appealed to a younger female demographic by balancing the brand’s legacy of "basics" with a modern, fashion-forward sense of play.

A woman standing on a bedroom swing, wearing a pink sports bra and light blue underwear, smiling and looking to her left. The room has white walls, a yellow throw pillow on a green chair, and a bed with a textured blanket.
Woman standing in a cozy room, wearing a sports bra and underwear, holding a mug and looking out the window.
Young woman with short dark hair, wearing a white polka dot sweatshirt and pink underwear, relaxing on a black sofa with a small dog lying nearby. The sofa is in front of a large window with natural light, and there is a potted plant beside her.
A woman stands in a doorway, smiling and posing in a casual outfit, with a dark hoodie and light purple underwear, surrounded by indoor plants in a well-lit room.
A woman in pink sports bra and light blue underwear smiling while holding a swing rope in a bright bedroom.
A woman with a pink headband and polka dot robe applies face cream while sitting on a bed, with a mirror, potted plants, and sunlight streaming through the windows in the background.
A woman packing clothes into a suitcase on a bed in a bright bedroom.
A person with short dark hair, wearing a yellow sleeveless top, blue shorts, and a yellow headband, is sitting on a bed with a white French Bulldog. The person is smiling and petting the dog in a bright bedroom with large windows and green plants.