Madewell offers more ways to find “the perfect fit” in its Fall 2022 collection that answers the call for looser fits with a new Slouchy Boyjean and more options in its Perfect Vintage Jean product range.
The denim collection is highlighted in a new campaign called “When the Fit Hits” starring breakout Hollywood stars. Actors Chase Sui Wonders (“Bodies Bodies Bodies”), Kiersey Clemons (“Dope” and next year’s “The Flash”) and Lukas Gage (“Euphoria”) wear the brand’s fall denim range—its widest assortment to date—in the campaign.
It also features Charlbi Dean (“Triangle of Sadness”), who passed away suddenly late last month. In a statement, Madewell said: “Charlbi was a singular talent, and it was our privilege to work with her. We are deeply saddened by the news of her passing and our thoughts are with her family, friends and those that were close to her.”
Shot by photographer Cass Bird, “When the Fit Hits” celebrates the “feeling of finding the perfect pair of jeans and that moment where you look and feel your best,” according to Madewell. For the campaign, it looked to “those in their community that have a true love of denim and have found their ‘fit hits’ moment” with the brand.
“At Madewell we’re furthering our commitment in helping our community achieve that ‘when the fit hits’ moment by going above and beyond with our denim offerings,” said Derek Yarbrough, Madewell chief marketing officer. “Nothing is better than finding that perfect fitting pair of jeans—it’s a universal feeling that we all know well.”
Yarbrough added that Madewell is extending the campaign beyond the actors by prompting its social media followers to share their ‘when the fit hits’ moment as well.
Launched last week at Madewell stores and online, key items in the Fall 2022 collection include a cropped Tencel shirt, hemp and cotton blend wide-leg jeans, relaxed workwear jeans made with 80 percent cotton and 20 percent recycled cotton, and 100 percent cotton slit-knee boyfriend jeans.
The brand also partnered recently with Californian brand Ace Rivington on a collection of men’s tees and jeans inspired by vintage speedsters.
It’s not Madewell’s first rendezvous with Hollywood. “Insecure” actor Issa Rae starred in the brand’s Spring 2021 campaign, followed by a Fall 2021 campaign with comedians Phoebe Robinson and Chloe Fineman.
The campaigns were linked to an initiative that supported creatives, entertainers and performers alike during the pandemic through a partnership with the National Independent Venue Association (NIVA), an organization representing more than 3,000 venues, promoters and festivals throughout the U.S.