For Unruly Women in Unruly Bodies 

1 in 3 women over the age of 20 experience light bladder leaks, but peeing a little should never stop them from laughing, jumping or feeling good about themselves. Icon is the pee-proof underwear for these unruly women in unruly bodies.  

The brand took over Bryant Park Subway station to tell the stories of three real customers - Ashley, Bella and Tara. Their liveliness defies stereotypes against aging and their stories beak the taboo around leaking.