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Fruit of the Loom releases city-wide stunt for unnoticeable underwear

Fruit of the Loom

Fruit of the Loom has launched a campaign stunt that highlights how light its underwear is by testing how much passersby are paying attention to their surroundings in New York City.

In support of the brand’s new EverLight™ underwear, the brand has created physical installations around the city that blend into the urban setting, purposively designed to be unnoticeable.

Examples included a typical tourist telescope pointed at a brick wall and a small red door reminiscent of Alice in Wonderland that was located so closely to the ground few would notice it. Those who spot the initiative and take the time to stop and look can discover hidden clues leading them to a reward of cash prizes and free underwear.

Those clues include using very small writing to hide behind a large chunk of incoherent sentences, or a larger-than-life QR code that has to be scanned to reveal the location of the prize.

While the brand was not sure what to expect, it was right in its assumption of low noticeability. Of the nine million citizens of New York, only six savvy people have taken the time to engage with the advertising and interpret the clues. The six winners have each taken home $1,851 in cash, which, in another tongue-in-cheek move from the brand, corresponds to the year that it was founded, as well as free EverLight™ underwear.

While the campaign is ongoing, a video released by the brand chronicles not only the reactions of passersby, but tone that implies that the project is as much a social experiment as an advertising stunt.

With a total of 11 installations, and with only six that having been completed, the brand is now encouraging people in New York City to watch out for a poster of a realtor that looks a little bit off, a newspaper ad for a broken printer, and a little red man waving its arms.

This all follows a larger move from Fruit of the Loom for taking a humorous approach to promoting its brand at present. In May this year, it also released a satirical PSA against shiftless selfies, explaining that men were taking their tops off so often because they weren’t wearing the right t-shirts.

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Editor's pick technology

Dolce & Gabbana’s drones stunt sends flying handbags down the runway at MFW

A drone flies down the runway at Dolce & Gabbana FW18
A drone flies down the runway at Dolce & Gabbana FW18

Dolce & Gabbana staged a tech-filled show in Milan on Sunday as it sent drones down the runway donning next season’s handbags.

One of the biggest marketing stunts of the season so far, the affair kicked off late while the brand waited for all of its 600 guests to turn off their WiFi, indicating in advance that it had a special surprise up its sleeve.

A handful of drones then opened the show by flying along the catwalk from a heavily adorned faux-church facade, each carrying a new color of next season’s bags and guided by assistants in white coats – presumably in place in case anything went wrong. They hovered in place, rotating on the spot, before returning backstage and letting the real show begin.

The label is no stranger to tapping into tech to engage with a millennial audience, with whom it is increasingly turning its focus to. In 2015, it sent models down the runway taking selfies. It has also long focused on enlisting a series of young royals, influencers and famous celebrity heirs to promote the brand through collaborations and runway shows.

This season also marks the second time the label hosted an additional ‘secret’ fashion show, with the aforementioned millennials playing leading roles. On Saturday night at a downtown party spot, the “Secrets & Diamonds” show featured models and selected influencers donning evening wear, including 20-something-year-old members of the British aristocracy, who the next day then watched the drone spectacle from the front row.

Dolce & Gabbana is not the first luxury label to deploy drones to ignite a conversation that one could argue deters from the actual fashion taking place. In 2014, Fendi worked with Unit9 and Google to live-stream its AW14 runway show by using drones that shot models from above. The role of technology as gimmick continues to rule the runway, it would seem.

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Campaigns social media

Anya Hindmarch kicks off LFW with city-wide love installation

Anya Hindmarch Chubby Heart at Wellington Arch, on Hyde Park Corner, London
Anya Hindmarch’s Chubby Heart at Wellington Arch in London

British designer Anya Hindmarch has sent out a love letter to the city of London, in the form of giant ‘chubby hearts’ that will be suspended above, or squashed within a series of 29 London landmarks.

The hearts serve as a declaration of love for the city. After emerging on February 14 for Valentine’s Day at Wellington Arch on Hyde Park Corner, and as a video takeover on Landsec’s Piccadilly Lights outdoor billboard for 40 seconds, they will now be travelling around the city throughout London Fashion Week. Each evening the balloons disappear, only to re-appear at a new landmark in the morning, so that as many people as possible will get to enjoy the spectacle.

Hindmarch designed the balloons, inspired by her SS18 collection, which includes chubby, cartoon-like bags and this is where the name came from, as she wanted to bring the same fun and playfulness to this project.

The designer said: “The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors. Tying giant helium filled Chubby Hearts on to buildings all over the city is simply a ‘surprise love letter to London’ as a tribute to its strength and to celebrate our amazing creative city.”

Chubby Hearts by Anya Hindmarch
Chubby Hearts by Anya Hindmarch

The mayor of London, the British Fashion Council, the City of Westminster, councils, landowners, businesses, districts and the Civil Aviation Authority came together to create this project.

Ocean Outdoor is also supporting the campaign on other screens across London, including in Leicester Square and at both Westfield shopping centres.

The Mayor of London, Sadiq Khan, said: “As London Fashion Week showcases the capital to the world, these huge heart balloons animating our great spaces and architecture will show once again that London is open to talent and creativity and gives it a warm welcome.”

Councillor Robert Davis MBE DL, deputy leader and cabinet member for business, culture and heritage at Westminster City Council, added: “Love is traditionally in the air on Valentine’s Day, and will be quite literally over our many famous landmarks as the inflatable chubby hearts rise into the air for the day. What better way for Londoners and our many visitors to celebrate our love for the capital and the West End.”

You can follow the hashtag #chubbyhearts on Instagram to receive updates from each location, or visit the website to see the schedule and map.

Chubby Hearts mapped out across the city
Chubby Hearts mapped out across the city