Fruit of the Loom

Social Media Campaign

Photography by Paul Miller

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.

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.

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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.
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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.
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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.