Lucy

This campaign came before the years of Stella McCartney designing for Adidas; when women were relegated to wearing their boyfriend’s Senor Frog’s t-shirt and baggy, butt-hating shorts. The time had come, and Lucy of Portland was a sweaty sister’s savior.

Lucy was frank and foxy and talked about the realities of women’s workout wear that we didn’t even realize were falling short. She was a fresh and unexpected voice at the time, and was unapologetic in letting women know they shouldn’t settle for less. Women loved it. They wrote to Lucy, to the agency, and even to the magazines who ran the ads to tell them how much they loved reading about Uniboobs and Knotted Nipples. But not Martha Stewart. She had her tightly-wound magazine yank them as soon as she saw them.

CW: Kristina Slade
AD: Gavin Milner, Jeff Church
CD: Court Crandall, Kirk Souder
Illustrator/Photographer: Amy Guip