Making a brand an empowerment movement
From undergarment to empowerment
Live Lush was Popilush’s glow-up moment—elevating the brand from functional shapewear to full-on lifestyle. A vibrant refresh and bold integrated campaign reimagined shapewear beyond the secret base layer to a spark of joy, confidence, and personal power.
Integrated Campaign-Fashion, Beauty & Lifestyle
Silver 2025, Davey Awards
Advertising Award for Integrated Marketing Campaign
Platinum LIT
Advertising Award for Brand Transformation / Repositioning
Gold LIT
Overview
OPPORTUNITY: Stoke Confidence
Can a functional shapewear label transition into an aspirational lifestyle brand? You bet. Especially when you’re a pioneer of apparel with shapewear inside. Popilush had a perfect opportunity to empower women of all shapes and sizes to feel confident in their skin.
IDEA: Live Lush
It’s more than a campaign or tagline. It embodies a lifestyle that invites women to feel their best, look their best, and live their lushest lives.
ACTIVATION: Reframe shapewear
The bold, integrated campaign reframed shapewear as a source of joy, confidence, and personal power. We connected Popilush’s hero product—the shapewear dress that hugs, lifts, and shapes—to the emotional rewards of confidence and self-expression. From the soft caress of their fabric to the moment of catching your reflection, Live Lush amplified how shapewear can empower rather than constrain. We showed up to inspire women wherever they craved that boost to reach their best self—from ads on Bravo!, TLC, and HBO to social, digital, and email. All while Spring and Summer influencer programs built cultural momentum and expanded reach.
VideoS
digital & social
Social
