MARKETING MIX: Madewell’s spring 2025 brand campaign, entitled “That One Pair,” takes the brand’s marketing to a new level by blending digital storytelling with physical experiences.
“This campaign marks a strategic shift in our evolved brand creative and marketing approach,” said Laura Michael, Madewell‘s head of creative and marketing.
“We’re moving beyond a product-focused message to a richer, emotionally resonant narrative centered around finding that one pair,” Michael said. “After a year of emphasizing our denim expertise, we’re now incorporating style and storytelling into every customer interaction. This integrated approach extends beyond digital channels, encompassing our physical stores and an experiential OOH [out-of-home] experience to create a multifaceted brand experience. Every touchpoint is designed to connect with our customers on an emotional level.”
From the spring 2025 Madewell campaign, “That One Pair.”
Courtesy image
The campaign, which launched Tuesday, includes a video with lines referring to denim as “worn in, but not worn out” and “everyone has that one pair,” meaning the first pair that fit perfectly, a vintage find or the pair you reach for every day.
Madewell executives said the campaign “reimagines denim as more than a product. It’s a lifestyle rooted in thoughtful design and the stories we create while living in our jeans.”
They said the campaign takes a 360-degree marketing approach with “storytelling, tastemaker partnerships and community-driven activations (centered in Manhattan’s SoHo neighborhood) to differentiate Madewell in a competitive landscape.”
Within a ten-block radius of Madewell’s new SoHo flagship, located at 565 Broadway, there will be sidewalk stickers with wild postings featuring campaign imagery focused on premium denim, styling and That One Pair messaging, that lead to two vacant storefronts, 152 Mercer Street and 462 Broome Street, each with “museum-style” installations showcasing Madewell denim and the campaign. There will also be a billboard at Bleecker and Lafayette Streets, and subway toppers on Prince Street.
In addition, Madewell, which is part of the J.Crew Group, for spring is introducing some new styles, such as the “Dean Easy Straight Jean.” In an interview with WWD last December in conjunction with the opening of the SoHo flagship, Adrienne Lazarus, president of Madewell, said the marketing would focus on educating customers on how to style the denim with the other apparel and accessories sold at Madewell. “We are really leaning into the Madewell style and how to style Madewell denim,” she said, using one word to describe the Madewell aesthetic: effortless. The SoHo flagship offers a better customer experience that is easier to shop and offers greater service. There is also an expanded denim bar, which Lazarus said, “is really the heart of our store and the most important area.”
From the spring 2025 Madewell campaign.
Courtesy image
