When’s the last time you were sick, and at the drugstore buying tissues? Did you opt for design over softness…or both? Whenever I’m restocking, I’m always annoyed at how loud the patterns are and entirely unsuited for my apartment. Then, I realize I’ve been standing in the aisle for an embarrassingly long time and just choose whatever’s softest and cheapest and dash for the cashier. I have to believe I’m not alone.

Here’s where Kleenex has amped up their visibility. They’ve partnered with Isaac Mizrahi in the hopes of adding a fashion touch to a clinical product. I’ll admit it’s a valiant attempt. While the patterns are still rather loud, (I’d love to see a subtler textured collection), the marketing video’s fun- a street Q&A, asking regular people if the patterns are from fashion or tissues. Have a watch– what do you think?