The setting: FIGS has become a big brand for doctors, nurses and first responders – they are the pioneer for creating designer scrubs. They are more comfortable than traditional scrubs and offer a more tailored fit and can resemble athleisure more than traditional hospital scrubs. As FIGS become more known in the medical world and create more fashionable clothing items, a key question arises; why can’t regular people wear FIGS?

The truth:

• Scrubs are comfortable and gender-neutral and FIGS are fashionable—they make joggers, sweatshirts, and comfy pants in fun and trendy colors. FIGS clothing resembles Athletic and Lululemons more than hospital wear.

• As of 2022, 73% of shoppers in America are thinking of shopping for gender-neutral fashion more in the future, however, there is a dearth of gender-neutral fashion brands.

A fashion moment refers to the phenomenon where a fashion brand finds its consumer niche first and then eventually ends up on the runway vs the other way around. A fashion moment is yet to happen in the gender-neutral clothing category.

Highlight the fact that FIGS is a gender-neutral clothing brand by design and by default. And so, when you shop at FIGS you don’t pick his or hers clothing you just need to pick a color!

Instagram: Create a buzz around the #justpickacolour and eventually make it a trend. The Instagram page features posts that display the variety of colors and comfortable designs offered by FIGS.

Phase 1

TikTok: Anime has always had androgynous or even gender-ambiguous characters. These characters majorly contributed to the androgynous and genderless fashion movement. By collaborating with Androgynous fashion and Cosplay/anime influencers we want to appeal to a community that is fashion curious. Through the TikTok collaborations, we aim to encourage the creation of androgynous outfits or even cosplay outfits reimagined in FIGS! Here are some pre-made sample TikToks for reference:

Phase 2

Vox “Just pick a color!” documentary: A documentary about genderless fashion produced in collaboration with Vox for YouTube. The documentary will throw a spotlight on how FIGS is contributing to the gender-neutral fashion movement, and show how gender neutrality and androgynous clothing have always been a thing even historically whether in workplaces within the healthcare industry, in fashion, or in pop cultures such as anime and manga. The documentary features founders Heather Hasson and Trina Spear, designers, and executives at FIGS as well as anime/manga artists, fashion designers, streetwear, and gender-neutral fashion enthusiasts.

Phase 3

FIGS Agendered Pop-ups: The FIGS “Just pick a color” pop-up stores are placed in malls and high-traffic areas. The set-up of the store and the packaging is all white as a symbol of gender neutrality and to highlight the colors of the clothes. The pop-ups will have sales kiosks and will also distribute goodies such as FIGS fashion catalogs to inspire our customers to recreate gender-neutral street style or cosplay in FIGS.

Phase 4

FIGS “Just Pick a Color” Fashion Show: A gender-neutral fashion show and cosplay event. Guests include models, influencers, anime enthusiasts, and cosplayers from all over the United States who dress up in FIGS and showcase the broad range of gender-neutral fashion from athleisure to street style to cosplay!

What I did: Strategy + Copywriting

Art Direction: Xingxuan (Frances) Chen