"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."
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.
Read at The Business of Fashion
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