Bra Company Tries to Reclaim the Acronym MILF for Mother's Day

Please, think of the children!

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


Adrants draws our attention to this odd campaign by True&Co, an online bra outfitter. True&Co is trying to reclaim the pejorative acronym MILF. Specifically, they'd like to turn "Mom I'd like to f–k" into "Mom I'd love to fit'—as in, fit for a bra. You see, they have the same setup as Warby Parker. They send you five bras to try on at home, you send back what you don't want. Presumably, this means you get the perfect fit.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in