Travelwear has become a cultural trend with designer brands charging first-class prices for basic sweats and tagging it as luxury. While Fruit of the Loom, a brand built on affordability, just couldn’t let that fly.

So in a bid for social relevancy, Fruit wanted to reframe what luxury meant and connect with a new generation of travelers. The challenge was to prove comfort could be stylish, affordable, and culturally cool without losing the cheeky tone the brand is known for.

To hijack the summer’s travelwear conversation we partnered with Southwest Airlines (another titan of thrift) to create the Getaway Collection: a limited Crafted Cormfort® drop charging couture prices that included Southwest gift cards to literally put money back into the pockets of travelers.

I managed the campaign’s creative from concept to launch which included: facilitating two clients, a bougie photoshoot with conceptual photographer Phil Klein, package and print design, social strategy, and an influencer rollout featuring comedian @RichCaroline.