Client
Fruit & SWA
Agency
GSD&M
YeaR
MMXXIII
Sector
Travel Apparel
Brand Collaboration
✳
Digital Activation
✳
Social Stunt
✳
Photography Production
✳
Packaging & Print Design
✳
e-Commerce Design
✳
Brand Collaboration ✳ Digital Activation ✳ Social Stunt ✳ Photography Production ✳ Packaging & Print Design ✳ e-Commerce Design ✳
A Brand Collab 30000 ft. in the making
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So, we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection designed to put money back into the pockets of travelers… literally
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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.
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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.
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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.
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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.
Hello there
The Outcome
Together, Fruit of the Loom and Southwest Airlines gave travelers more than just extra legroom.
The Getaway Collection took off across social, selling out online within minutes and helping the two brands see new heights. It also drove a rise in site traffic, stronger engagement across social, and positive brand lift with Gen Z.
Press & Media Recognition
Key Performance Indicators
✳
Key Performance Indicators ✳
Creative Credits
Agency
GSD&M
Clients
Fruit x SWA
Year
MMXXIII
Sector
Travel Apparel
Brand Collaboration
⚹
Digital Activation
⚹
Social Stunt
⚹
Photography Production
⚹
Packaging & Print Design
⚹
e-Commerce Design
⚹
Brand Collaboration ⚹ Digital Activation ⚹ Social Stunt ⚹ Photography Production ⚹ Packaging & Print Design ⚹ e-Commerce Design ⚹
Makin' The town of basic…
… a lil' less basic
Blurb
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So, we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection designed to put money back into the pockets of travelers… literally
Swipe To Read More
-
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.
The Outcome
Together Fruit of the Loom & Southwest gave travelers more than just extra leg room
Media Recognition
Key Performance Indicators
⚹
Key Performance Indicators ⚹
