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Nearly 55 years have passed since the creation of iconic hosiery brand L’eggs. Yes, the same label known for its egg-shaped packaging and for being at the forefront of the working woman’s wardrobe in the ’70s, ’80s, and ’90s. For its birthday, the historic company is getting a fresh makeover, courtesy of newly appointed executive creative director Cami
Téllez, the co-founder and former CEO of sustainable underwear label Parade.
“I really think of L’eggs as holding a unique place in American history, because everyone has a L’eggs story,” Téllez tells ELLE.com. “Whether it’s your mom wearing them or memories of the iconic egg packaging, this brand has a timeless legacy that coincides with the growing and excited interest across all generations.”
Its new campaign honors that rich heritage by looking at vintage ads for inspiration. “There’s some amazing advertising that we got to dive into from the archive that shows women as they are: empowered, dynamic, expressive, free, on motorcycles, in the office,” Téllez says. “L’eggs was really one of the first brands to support them.”
Of course, a lot has changed since the brand’s inception. We’re long past the days of tights being reserved for adding a modest touch to miniskirt suits. “Our research shows that 45 percent more women plan to wear more color and pattern tights than in years prior,” Téllez adds. We can thank designers like Miu Miu, Fendi, Burberry, and Sandy Liang for the uptick in interest, as each of the designers made a case for playful tights in some of their recent collections. If the runways are correct, and they usually are, then this holiday season will be the perfect moment for festive patterns and vibrant colors to take center stage, whether they’re paired with hot pants or dresses.
In its next chapter, you can expect to also find beloved solution-driven pieces as well from L’eggs, including control top technology and run-resistant tights. “It’s a new moment for the brand,” Téllez says. “We have 55 years of experience and real feedback from women. So we wanted to reengineer tights from the ground up to craft 360-degree contour.” That’s one of the latest offerings you can shop from L’eggs, and it’s crafted via one of the world’s most innovative factories. According to Téllez, the tights come equipped with panels that “tuck your waist and smooth your butt.” Many of us can agree that one of the worst things about wearing tights is when they constantly sag and the fit isn’t just right. “We wanted to design this custom, bespoke fit that’s created to hug every curve and celebrate your shape,” Téllez continues. “And it creates this incredible, blissful, unmatched wearing experience.”
To continue the work of being there for every woman on the go, L’eggs is making it easy to shop the new pieces on target.com today. Come next spring, you can grab the latest offerings at any one of the retailer’s 1,800 stores.
Alexis Bennett Parker is the Commerce Content Lead at ELLE.com. In this newly created role, she oversees all shopping-related stories online, from fashion-forward trend pieces to the most coveted beauty buys on the market right now. Alexis has worked in the publishing space for 11 years, and seven of those years have been dedicated to helping shoppers make informed purchases—no buyer’s remorse here! Before joining the team at ELLE.com, she worked in the editorial departments of Vogue, Cosmopolitan, and InStyle, to name a few magazines. Not only has Alexis worked closely with several brands and tested hundreds of products over the course of her career, but she’s also won awards for her work as a shopping journalist. Namely, she was an honoree at the Pynk Magazine Gala in 2023, received the Condé Nast Commerce Content Award for Best Article by a New Hire in 2021, and was included on the Top 40 Under 40 Heir’s List in 2018.