"What if I took my design lens and built out my essentials capsule for the Everlane customer? I felt like that would be a really amazing opportunity for me to introduce myself as a designer to an audience outside of EB Denim."
"From our early conversations together, it felt important that this be about Elena - not just a brand-to-brand collaboration. What we were drawn to was her creative eye and the way she thinks about denim. Positioning it under her name keeps the focus on that perspective; it makes the collaboration more personal."
"I stole some [styles] from myself, including EB Denim's bestselling baggy low-rise jean, reworking them in Everlane's fabrics, with the US retailer's factories."
Elena Bonvicini, founder of Los Angeles-based denim brand EB Denim, collaborated with Everlane on a capsule collection positioned under her personal name rather than her brand. Bonvicini felt her label wasn't ready for a major collaboration but wanted to showcase her design expertise to a broader audience. Everlane CEO Alfred Chang emphasized the importance of centering the partnership on Elena as an individual designer rather than a brand-to-brand deal. The resulting eight-piece collection includes seven jeans styles and a tee, featuring reworked versions of EB Denim bestsellers adapted to Everlane's fabrics and manufacturing. The collaboration leveraged Everlane's significant social media presence to elevate Bonvicini's personal profile, with her face featured on the retailer's website and in-store displays.
#designer-collaboration #personal-branding #denim-fashion #founder-profile-building #retail-partnership
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