Madewell is kicking off the fall denim season with a new campaign and personalized in-store shopping experiences.
This week the brand unveiled “It’s The Way You Wear Them,” a campaign starring Paloma Elsesser and Andreea Diaconu.
The campaign underscores denim as foundation to women’s wardrobes and a canvas for personal style. “When the foundation feels this good you don’t just get dressed—you define your style, your way. Madewell, it’s in our name,” the campaign states.
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Madewell’s new jean styles including the Cleo Straight, Longline Straight and Vintage Flare are featured in the campaign. In a subtle nod to the ’70s, the bottoms are paired with stripe button-down shirts, boxy cropped suede jackets, sweater tanks and puff sleeve tops.
The campaign aligns with the relaunch of Denim Atelier, Madewell’s “high-touch, personalized denim fitting experience.” Introduced in 2023, the program gives consumers access to Madewell’s denim experts and provides complimentary tailoring for members of its loyalty program, Madewell Insiders.
This year, the brand is evolving Denim Atelier as a tour in select cities during August and September. Denim Atelier will be in Los Angeles Aug. 16, New York City Aug. 23, Chicago Aug. 30 and Austin, Texas Sept. 6.
Along with providing denim expertise, Denim Atelier will welcome local “viral” food vendors in each city such as Courage Bagels in L.A. and Sour Duck Market in Austin.
The events are open to the public.
