Travelwear had become a cultural trend… designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.

In a bid for social relevancy, Fruit sought out to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool… without losing the brand’s cheeky tone.

We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.

I managed this limited drop across digital and social during peak travel season — from directing a bougie photoshoot with conceptual photographer Phil Klein to overseeing package design, shaping the social strategy, and launching with influencer @RichCaroline.