Through a Marketing Lens — by Katie Windfeldt

I recently came across the new maternity commercial from FIGS, released alongside their maternity collection drop on April 14, 2026, and it immediately stood out to me. At first glance, it might seem like just another product launch, but it felt like so much more than that. FIGS is already one of the top scrub brands on the market, known for their modern, tailored styles and signature 4-way stretch, allowing them to not necessarily need to prove themselves in the market. But what caught my attention was how this campaign wasn’t focused on the product features at all, it was focused on the people wearing them. As someone who has a lot of people in my close circle working in healthcare and constantly wearing scrubs, this campaign felt especially relevant and personal to watch. 

What makes this campaign so powerful is how specific and intentional it is. Women make up about 80% of the healthcare workforce, with about two thirds being mothers, and 38% of working mothers being registered nurses, yet maternity specific workwear in this space has often been overlooked. Instead of just adapting their product offerings, FIGS has built a message around supporting women through a very real and demanding stage of life. This message and support shows up especially through their Never Change campaign, highlighting the idea that women in healthcare are constantly evolving yet remain deeply committed to their patients, work, and who they are. The campaign emphasizes that while the world and our environments are always changing, “a women’s commitment…never does.” This reinforces a message that goes far beyond scrubs and into identity and purpose.

To me, this is what makes FIGS such a strong brand. They aren’t just selling scrubs, they are consistently telling stories about the people who wear them whether through a specific collection such as maternity or a broader campaign celebrating women in medicine. Honestly, these ads are the kind that bring a tear to my eye, and quite frankly, I don’t even wear scrubs, but they make me want to go tell everyone in my circle that does to go get some. It’s a reminder that the most effective marketing doesn’t just sell a product or service, it validates identities people can relate to, didn’t realize brands could even speak to, and builds a narrative that consumers can see themselves in. FIGS isn’t just expanding into maternity wear, they’re strengthening what their brand has always stood for, supporting healthcare professionals through every stage of their lives, and that kind of emotional connection is what turns marketing into real influence and success. 

Have you ever come across a campaign that actually stuck with you?