Inside Madewell’s 360-degree campaign for its spring denim collection

Madewell, the 21-year-old fashion brand owned by J.Crew Group, is amplifying its Denim Atelier by Madewell styling service with the campaign for its spring denim collection.

Denim, Madewell’s top sales category, has long been a focal point for the brand. For spring, Madewell is launching a new denim collection with a robust, multi-channel marketing campaign that includes multiple IRL activations with a focus on fit. The campaign kicked off on Tuesday.

“Everything starts with denim. It’s truly the jumping-off point for the rest of our product offering and how we ground everything, specifically our customer experience,” said Ellie Whiteford, vp of brand marketing at Madewell. “We’re making sure we’re showing up with premium products and also the experiences that the customer would expect along with that.”

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