Fruit of the loom Europe:

Delivering A fresh, Standout
Content Campaign

Objective

As a global name in an increasingly competitive apparel market, Fruit of the Loom Europe needed standout content that reflected the brand’s quality, sustainability credentials and personality – and worked just as hard for distributors and retailers as it did for consumers.

The challenge: build a campaign and content toolkit that performed consistently across digital, print, catalogues, sales materials and customer marketing across Europe.

Solution

We shifted the brand towards real-wear, real-world storytelling – creating UGC-style photography and video to show the garments in their natural environment and moving away from rigid seasonal product focused drops to an always-on approach.

Alongside social-led creative, we delivered a major refresh of brand-owned sales and trade materials – including a full redesign of the 2026 catalogue, colour card and product guide, supported by a four-day content shoot in Morocco capturing diverse product, fabric and lifestyle assets.

Content Strategy – Creative Direction – Social Content Production – Photography & Video – Catalogue & Print Design – Asset Rollout – AI Generation

2025 stats

112

Retouched Images

4 day

Multi-location Photoshoot

10

New Product Launches

100+

Social Posts

Introducing a new way of
producing imagery:
Makalu AI Studio

To increase speed, flexibility and control – without compromising quality – Makalu created an AI Studio hub specifically for Fruit of the Loom: a bespoke workflow designed around product accuracy and brand reality.

 

Our process:

  1. Curated garment modelling – We create custom AI models trained only on approved Fruit of the Loom garments – selected styles, fits and colours.
  2. Made-to-the-stitch accuracy – Garments are built to reflect real construction details: seams, ribbing, weight and drape – so imagery stays true to the physical product.
  3. Controlled environments – Lighting, poses and compositions are art-directed to match existing brand standards and campaign needs.
  4. Human refinement – Every AI output is finished using traditional retouching skills – ensuring consistency with photography, correcting fabric behaviour and refining details.

The result: high-volume, high-accuracy imagery that sits seamlessly alongside traditional photography – with significantly improved speed, efficiency and cost control.

The impact

  • Faster campaign and launch turnaround
  • Consistent brand presentation
  • Flexible asset creation without compromising product truth
  • A future-proof creative pipeline combining AI and craft
  • Highly cost-effective high-end output

Why it works

Makalu doesn’t treat AI as a shortcut. We treat it as a specific production tool, layered on top of deep brand understanding, technical garment knowledge and traditional creative skills.

The Fruit Factory

Heading into 2025, Fruit of the Loom continued to put the planet first, weaving sustainability and responsibility into everything it creates – and what better way to show this than by taking a look inside the production factory.

Client Results

Produced & published 100+ creative assets across multiple channels

Drove 1,400+ organic website visits from social alone 

Delivered 110+ fully-licensable product and lifestyle images for brand, retail and distributor usage

Rolled out creative across catalogues, POS, trade decks, digital platforms and large-scale print

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