There was a time when Victoria's Secret reigned supreme and packaged underwear was considered nothing more than period panties (and women teams worked on women's products almost exclusively, sigh.) To prove women who swore they wouldn't be caught dead in packaged underwear wrong, we took Fruit of the Loom underwear out of its packaging and repackaged it in a fancy boutique shop complete with super high prices and snooty employees just like the fancy brand they thought was better. We built our fake store from the ground up and I designed everything from in-store posters to the fancy hang tags and shopping bags – all to make it as real of a Victoria's Secret-like experience as possible. Then we opened our doors and watched as women who said they'd never buy packaged underwear buy loads of it for stupid expensive prices. We even converted a real Victoria's Secret Angel.