Everlane tapped 26-year-old Icelandic singer Laufey to lead its first celebrity-fronted marketing push aimed at Gen-Z. Laufey's romantic, girlish aesthetic and contemporary jazz-infused music align with Gen-Z nostalgia and Everlane's effort to upgrade classic silhouettes. Lisa Perez framed Laufey as a bridge between past and future who resonates with younger fans. The "Laufey in Everland" campaign showcases elevated basics against a staged cityscape and juxtaposes brand heritage with a refreshed direction. The launch includes 25 videos, behind-the-scenes social content and billboards in New York and Los Angeles. Alfred Chang joined as CEO last year after roles at Fear of God and PacSun.
"For its first celebrity-fronted marketing campaign, Everlane chose to work with a member of the exact demographic it's hoping to target: Gen-Z. The DTC brand hired Laufey- the 26-year-old Icelandic singer whose romantic, girlish aesthetic and contemporary jazz-infused, diaristic music has made her into something of a Gen-Z it girl in recent years - to star in its fall campaign, which launched on Monday."
"The campaign, called "Laufey in Everland," positions a new collection of elevated basics set against a fake cityscape - replete with a fictional Everlane building. In one of the images, a larger-than-life Laufey sits on a fake street with a doe-eyed expression wearing a knit cardigan, T-strap flats and high socks with a miniature version of Everlane's headquarters directly behind her - a juxtaposition symbolising the brand's past and its future."
Read at The Business of Fashion
Unable to calculate read time
Collection
[
|
...
]