When Hanky Panky hired Brandsisters to conceive a new brand direction to grow its direct to consumer business, the brand was looking for new storytelling and new commercial opportunities.


Hanky Panky’s thong was lauded by fans, celebrities and journalists as game-changing, the one that would convert non-believers. We needed to bring this story home and tell it to a new generation.


What better gift than a birthday? The thong’s 35th anniversary became our moment to own all things thong. Through a series of creative brainstorms with the client team, the Decades Playlist was conceived – a collection of new thong prints that pay homage to iconic fashion moments from the 1980s, 1990s, 2000s, and 2010s. The photoshoot brought the prints to life with oversize patterns and the packaging was based on a Walkman and playlist cassettes.  Turn on, tune in, shop out.


Creative brainstorm
Website asset creation
Creative + Art direction
Video creation

It takes staying power to be an icon