Fruit of the Loom Opened a Fake Lingerie Store to Prove How Fancy Its Panties Really Are

In “Welcome to Früt,” a campaign by agency Crispin Porter + Bogusky, the packaged clothing marketer treats shoppers to a new twist on the old bait-and-switch: Opening a chic pop-up store that supposedly sells expensive designer pieces (which are actually just the same old panties you can buy in a bag).

A pair of case study videos claims consumers were lured in by airy fabrics and vibrant patterns, only to discover a dirty secret—they were falling in love with lowbrow underwear.

The dramatic moment of truth—when Fruit of the Loom’s logo spins out of its hiding place behind a false wall in the store—is almost comically awkward.

The store’s willfully pretentious, umlaut-clad name may be the best part of the campaign.