The “What Are You Made Of?” campaign was created in partnership with Madewell and Rae’s production company, ColorCreative, and music label, Raedio. It references work from art curator Autumn Breon, poet Tonya Ingram and novelist Yaa Gyasi, and focuses on Rae’s origins as well as the people, places and moments that have made her who she is today.
“I’m made of the people that came before me and who stand beside me,” she said in the campaign. “Stories told by comforting Black voices. My dad’s ambition and pride, my mother’s strength and sense of humor.”
The video shows Rae dressed in the collection’s key denim pieces, including the balloon jean, a curved, wide-leg style in a light wash, as well as Madewell’s Perfect Vintage Jean, a high-waisted straight leg with a raw hem. Both styles borrow inspiration from the ’80s and embrace the looser styles that shoppers are now famously searching for.
The collection is also punctuated by pastel coveralls, which combine utility with a soft palette of pale evergreen, antique cream and azalea pink. In addition to denim, the collection includes sneakers, jewelry, tops and a moto jacket. The line is now available in stores and online, and retails from $20-$498.
Madewell’s latest offerings are a departure from the loungewear it bowed since the pandemic In October, the brand launched its first-ever loungewear collection called Make Weekends Longer, a 25-item line of sweatpants and sweatshirts. The brand also introduced collections of staples made with recycled cashmere and responsibly sourced wool.