Jul 31
Gabby Windey Champions “Full Bush Summer” in Playful Miracle-Gro Campaign
READ TIME: 2 MIN.
On July 28, 2025, LGBTQ+ icon and television personality Gabby Windey unveiled a cheeky new partnership with Miracle-Gro, launching an ad campaign that has quickly become a viral sensation. In a series of playful videos and social posts, Windey—who rose to fame as a Bachelorette alum and currently hosts Hulu’s “Love Overboard”—invites everyone to join her in celebrating a “Full Bush Summer,” a euphemism that cleverly blurs the lines between garden care and authentic self-expression .
In the campaign’s flagship video, Windey appears in a T-shirt emblazoned with the phrase, “Nobody knows I’m growing a full bush rn,” and delivers her message with trademark wit: “I’m going full bush this summer. I’m talking big, bold, unkempt, and beautiful. No more telling me to tidy up. I want it wild. And free and lush. And what if I said I want to grow it even bigger, healthier, and fuller? Sue me” . The tongue-in-cheek use of gardening metaphors invites viewers to embrace their natural selves—literal or metaphorical—while championing body positivity and authenticity.
Comments on the video, which has garnered over two million views across platforms, reflect widespread enthusiasm. Social media users have praised the campaign’s humor, creativity, and affirming message, with comments such as “Dream partnership,” and “Whoever thought of this deserves a raise...stock in the company...a parade!! Truly brilliant” .
Windey’s campaign, while rooted in humor, speaks directly to ongoing conversations in LGBTQ+ and feminist circles about autonomy, self-image, and the rejection of restrictive beauty standards. For many within the LGBTQ+ community, particularly queer women and nonbinary people, the choice to embrace body hair—or any element of natural appearance—remains a powerful act of personal agency and community solidarity .
By positioning herself at the center of the “Full Bush Summer,” Windey aligns with a long tradition of queer celebrities using their platforms to challenge norms and celebrate bodily diversity. The campaign’s lighthearted approach makes the message accessible to a wider audience while affirming that all bodies, in every state, deserve celebration and care.
Miracle-Gro’s choice to collaborate with Windey is more than a media stunt; it reflects a broader shift among major brands to engage with Gen Z’s values of authenticity, inclusivity, and humor. The campaign, created by The Martin Agency, has been lauded for its clever integration of social commentary and product messaging, as well as its seamless viral spread across TikTok and Instagram .
LGBTQ+ advocates and marketing experts alike have pointed to Windey’s involvement as an example of genuine representation in advertising. Her open identification as a lesbian and history of advocacy for LGBTQ+ visibility lend credibility to the campaign’s messaging, moving it beyond surface-level “rainbow-washing” to meaningful engagement. The campaign’s reception—a blend of humor, celebration, and community pride—signals a growing appetite for inclusive, affirming media that centers queer voices in mainstream spaces .
