One night after closing out her North American tour in Boston, Laufey had one more city stop between her and a brief period of R&R: Everland.
And where, exactly, is Everland? For two days, it’s located on Lafayette Street in SoHo, a physical pop-up for the Icelandic jazz musician’s collaboration with Everlane.
“These days, people always kind of question, ‘Is that AI? Is that CGI?” said Everlane chief executive officer Alfred Chang, standing a few feet from the “Everland” model house, rooted in a plot of moss and wildflowers, featured in brand’s campaign. “We built the set and Laufey actually walked around on the set. It’s all very real.”
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The scent of flowers from a nearby stand welcomed guests into the space, which would open to the public the next day. Upstairs, the doll-scaled Everland cityscape set stretched halfway across the room as guests sipped colorful cocktails nearby. VIPs like Corey Fogelmanis and Meadow Walker took turns walking down the set’s pristine avenues and posing for photos next to the city’s clocktower, Everlane HQ office building, and Everlane Market (100 percent organic).
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“I feel so happy,” said Laufey shortly after her arrival, as one of her songs played overhead. “I’m definitely a little weary from traveling for a whole month, and my closet — my suitcase, rather — desperately needs laundry,” she added. “But I’m feeling pretty energized. I feel so fortunate I get to do what I love.”
Beyond music, Laufey’s other love is fashion; she’s attended events and sat in the front row for brands like Chanel and Chloé. “I’ve always loved fashion. I’ve always loved clothes, and Everlane is one of those brands that I’ve always noticed,” she said. “When I first moved to the States, I saw the cool girls, they were running about town wearing Everlane. When I thought about who I am as an artist and who I want to work with in the brand space, it’s people who share the similar core values, which is an emphasis on timelessness and comfort — but still with a level of playfulness and this fairy-tale aspect, which I feel we got to bring out in the Everland campaign.”
The Everlane x The Laufey Foundation collaboration features a capsule collection of embroidered loungewear including T-shirts, sweatshirts, sweatpants and hoodies. A portion of sales will support the singer’s foundation, which provides access to instruments and music education for young musicians. ”It’s really been something of a guiding light for me as a musician,” said Laufey.
Also a guiding light: loungewear. And the beacon was burning ever-brighter with the well-timed collaboration release. “I just texted all my friends. I was like, I will be wearing sweats for the foreseeable future,” she said. “I think until the end of the year, I will just be cozy, cozy, cozy.”