The men’s and women’s campaign is linked to a new initiative that aims to support creatives, entertainers and performers alike through a partnership with the National Independent Venue Association (NIVA), an organization that represents more than 3,000 venues, promoters and festivals throughout the U.S. The entertainment industry—specifically in the event space—was hit especially hard during the Covid-19 pandemic, when lockdown orders prevented group gatherings of all kinds. In response, NIVA launched the #SaveOurStages campaign to support venues in their time of need.
Beginning Aug. 21, Madewell is calling on its community of 1.4 million Instagram followers to tag their favorite independent venue and include the @Madewell handle via a dedicated Instagram post starting at 10:30 a.m. EST. For every comment, Madewell will make a $1 donation to NIVA up to $100k, with a $20k minimum donation.
The fall campaign is the second installation of the “What Are You Made Of” concept that launched in the spring with director and HBO’s “Insecure” actress Issa Rae, who worked with Madewell and her own production company, ColorCreative, and music label, Raedio. It referenced work from art curator Autumn Breon, poet Tonya Ingram and novelist Yaa Gyasi, and focused on Rae’s origins as well as the people, places and moments that made her who she is today.
Madewell continues this story in its fall campaign, this time tapping entertainers Phoebe Robinson, a comedian, New York Times best-selling writer and actress; Hasan Minhaj, a comedian, writer, producer and political commentator; and Chloe Fineman, actress, writer and “Saturday Night Live” cast member. The brand notes that each has “made storytelling an art, and are living proof that showing the world who you are and believing in yourself and your craft pays off.”
Each entertainer is also an avid fan of the brand, with Robinson stating that she’s treated herself to buying Madewell whenever she “needed a spark of inspiration.” Minhaj commented on the craftsmanship of the brand’s denim, and Fineman added that the label has a unique way of accommodating everyone while simultaneously offering opportunities for self-expression.
The campaign’s accompanying video and imagery, led by creative director Alice Bucaille and directed by photographer Harrison Boyce, shows each artist dressed in the brand’s statement looks, including fall denim-on-denim looks, dresses paired with light leather jackets and blazers and cozy sweaters and hoodies arriving just in time for the cooler weather. Denim pieces displayed in the campaign include a selvedge denim chore jacket for men, an A-line button-front denim miniskirt for women and an oversized Trucker jacket for women.
The collection is available now online and in-stores and ranges from $10.50 for printed socks to $498 for a washed leather motorcycle jacket.