Women didn’t hate packaged underwear.
They hated what culture told them it said about them.

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Victoria’s Secret created "The Perfect Body" underwear standard for women. Packaged underwear got coded as practical and unsexy so hard women were afraid to even be seen buying it.​

We knew we were never gonna make packaged underwear feel aspirational, so instead, we challenged the fantasy that made it feel undesirable in the first place.

​First we showed women moments that actually felt relatable.Then we took Fruit of the Loom out of its packaging and put it where women believed “better” underwear lived to challenge their packed underwear perceptions. We recreated the full luxury experience with inflated prices and premium hang tags where we simply took the underwear out of the plastic package. Women who swore they would never buy packaged underwear walked out with bags full of it. Even a real Victoria’s Secret Angel bought in.

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Fruit of the Loom surpassed its competitors in women’s underwear sales for the first time in its 100-year history.

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