For readers who remember Fruit of the Loom, you were probably born in the late 80s, early 90s and have nostalgic memories of running around in white cotton underwear. The dated iconic brand is trying to make a comeback with its newest collection, Seek No Further.
The images used to promote the collection are also striking, as the photographer used a very minimalist and washed-out look for the models. They are featured posing in strange positions, with one laying face down in a pillow and the other modelling with a fake swan. Clearly Fruit of the Loom is aiming for a touch of quirkiness with its latest campaign.
It's tough to say whether or not this brand will catch on once again, but hopefully they bring back the cotton skivvies: they were so cozy!