Cute Can Be Deceiving

Fabletics had always been seen as the “Cute” leggings brand, which left many consumers thinking it wasn’t actually high-quality activewear. I wanted to change the perception of the brand without refuting previous and existing campaigns. So instead of completely denying the “cute” perception, I leaned into it as a positive and came up with the tagline, “Cute is smarter than you think.” It spoke to the quality of the clothing, and hit an emotional chord with women who felt like ‘looking cute’ made other people think they weren’t as capable or serious.