Mucinex made Sickwear — cold-proof fashion that sold out in 24 hours

A cold-and-flu medicine brand wanted Gen Z to see it as self-care rather than healthcare.

A capsule fashion collection engineered for the sick day: antimicrobial fabric, tissue pockets, pillow hoodies, aromatherapy sleeves, retractable eye masks.

Made with designer Steven Alan and The Great Eros' Christina Viviani, Sickwear launched via a shoppable livestream fashion show filmed in six influencers' homes.

Sold out in under 24 hours after 13,000 livestream viewers watched — the largest single-day sales in Mucinex history.

Cold medication brand Mucinex wanted to move its brand perception from healthcare to self-care, and to reach Gen Z. With agency Barbarian it created Sickwear, a unisex capsule fashion collection whose every feature helps you feel better when you have a cold or flu: antimicrobial fabrics, tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks, all in sustainable materials and classic silhouettes.

The collection was made with fashion designer Steven Alan and Christina Viviani of lingerie label The Great Eros, and launched with a shoppable livestream fashion show filmed in six separate locations, direct from the homes of famous influencers. It sold out in less than 24 hours after being watched by 13,000 livestream viewers, and the campaign produced the largest single-day sales in Mucinex history.

Turning symptom relief into wearable features made the brand's benefit physical instead of promised.

A shoppable livestream from influencers' homes matched both the pandemic moment and Gen Z's shopping habits.

Scarcity did the rest: one capsule collection, one livestream, one sellout — and a record sales day.

Extend a functional brand into its customer's lifestyle literally: make the sick day itself the product

Sickwear's sellout gave Mucinex its largest single-day sales ever and a template for treating a medicine cabinet brand as a lifestyle label. Creative Review featured the collection with full credits for Barbarian, production company Missing Pieces and director Danielle Levitt.