Mucinex leans into the Covid era with 'Sickwear' clothing range
Limited-edition collection will launch in a YouTube fashion show modeled by influencers
Mucinex, the Reckitt Benckiser cough and cold brand, is leaning into our corona-struck times by launching a range of clothing for when you're feeling rough.
The "Sickwear" range is a limited-edition capsule collection of gender-neutral items, created by fashion designers Steven Alan and The Great Eros' Christina Viviani. It includes ready-to-wear, sleepwear and accessories made from antimicrobial, breathable and washable fabrics, with tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks. Product names include the "Slumpsuit," "Feelgood hood" and "Zzzimono." Even the brand's mascot Mr. Mucus makes an appearance—as a tiny, non-descript logo on the various items. (You can find out more about the designs in the video below.)
The brand is turning to influencers to promote the range. YouTubers Chriselle Lim, Drew Scott, Nava Rose, Daniella Perkins and Jacques Slade will appear in an online fashion event next week, modeling the clothes in their bedrooms. Digital agency Barbarian and production company M ss ng p eces have worked on the fashion show and the models are captured by Emmy Award-winning photographer and director Danielle Levitt.
The show will be livestreamed on Mucinex's YouTube channel on Oct. 20, and the limited collection will be offered at a discounted price ranging from $46 – $140 that day. Following the show, the pieces will be available at Mucinex.com/Sickwear until the collection sells out.
The collection was conceived by Cynthia Chen, President, North America Health at Reckitt Benckiser. "Mucinex embraces innovation," said Chen in a statement. "Connecting with our consumers through alternate social commerce and direct to consumer channels allows us to bring the power of the Mucinex brand to people along their entire sickness to wellness journey, building relationships that are meaningful and lasting."
"How many times do you get to work with a purpose-driven brand that's in the business of making people feel better?" added Resh Sidhu, executive creative director at Barbarian. "Sickwear was created to bring comfort and relief to people when they aren't feeling their best, and it's exclusively offered on Mucinex's direct-to-consumer website,"
- Oct 16, 2020
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- m ss ng p eces
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