U by Kotex has just announced that it's launching a bold new pair of denim jeans made to display sanitary pads instead of hiding them.
Developed in collaboration with award-winning advertising and creative agency Mischief, the "MaxiMalism Jeans" is a pair of low-rise baggy pants in a medium wash that feature a transparent pocket to show off your pads to the world.
The jeans come in sizes 24 to 42 and will be available for free starting October 22 until supplies last.
Though the pants sold out fairly quickly, the brand plans to replenish stocks at regular intervals.
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The campaign will also include social media content featuring influencers and actress Hayley Lu Richardson to normalize discussions about menstrual periods.
In a statement to DesignRush, U by Kotex Vice President Nicole Pawlukowsky covered the campaign's goals.
"U by Kotex wants to help women feel more confident and comfortable in their own skin, and never feel apologetic or shameful about something as normal as a period," she said.
"With MaxiMalism, U by Kotex is reinforcing that through something as common as a pair of jeans, we can help end the misconception that periods and menstrual pads are something to hide," she concluded.
Kotex's campaign builds on the momentum from Katy Perry's proud admission that she was on her first day of period during her acceptance speech for the Video Vanguard Award at the 2024 MTV Video Music Awards.
Perry just performed a medley of her hits, even hanging and dancing in the air on a wire harness.
"I did that all on the first day of my period, too. Can you believe it?" she said as she accepted her award.
Despite a globally famous singer increasing awareness about menstrual periods, Kotex's campaign says that "83% of women feel pressure to hide their pads."
The brand is now aiming to maximize pads' visibility to break the notion that pads have to be hidden and menstruation is a topic that needs to be avoided.
Kotex is reinforcing its commitment to menstrual hygiene, which began over a hundred years ago with the creation of the disposable sanitary pad.
Since then, the Kimberly-Clark-owned brand's goal has evolved to include dispersing negative perceptions surrounding period products and ending the stigma around menstrual care, further strengthening its female-centric brand values.
Earlier in March, Kotex launched an International Women's Day campaign spotlighting the challenges women face today.
Creating Positive Change
U by Kotex is quite active on social media, with about 29,000 followers on TikTok and nearly 40,000 on Instagram.
Earlier today, the brand posted a short TikTok video where an influencer tried on a pair of the new maximalism jeans.
@ubykotexus Wanna proudly show your pad? Our MaxiMalism jeans are available NOW for as long as supplies last at maximalismjeans.com 🤩 #ubykotexpartner #maximalism #maximalismjeans #unboxing #CapCut ♬ original sound - U by Kotex® US
Showcasing the special pocket, she confidently encourages viewers to see menstruation for what it is: natural, normal, and nothing to be ashamed of.
Most of the content the brand shares aligns with this message, creating positive imagery and memes relating to the topic.
With a gentle and reassuring brand voice, U by Kotex creates a space for women to embrace their natural selves.
