Everlane Presents: Laufey in Everland
Launching Everlane’s First Talent-Led Brand Campaign
The Brand’s first-ever talent-led campaign, designed to drive awareness, cultural relevance, and deeper connection with a younger, Gen Z audience. At a moment when Everlane was looking to expand its cultural footprint, the campaign leveraged Laufey’s riding momentum ahead of her album release, alongside her authentic, personal relations with the brand
Serving as the lead marketer, I oversaw the campaign end-to-end, coordinating across creative, PR, and cross-functional internal teams to ensure a coheisve anrrative and execution. The campaign ran from September through November, activation across all major channels with key moments in Septmenr and October. Beyond performance, Laufey in Everland established a new blueprint for how Everlane approaches talent partnerships--rooted in authencity, storytelling, and cultural alignemnt rather than endorsement alone.
The Brand’s first-ever talent-led campaign, designed to drive awareness, cultural relevance, and deeper connection with a younger, Gen Z audience. At a moment when Everlane was looking to expand its cultural footprint, the campaign leveraged Laufey’s riding momentum ahead of her album release, alongside her authentic, personal relations with the brand
Serving as the lead marketer, I oversaw the campaign end-to-end, coordinating across creative, PR, and cross-functional internal teams to ensure a coheisve anrrative and execution. The campaign ran from September through November, activation across all major channels with key moments in Septmenr and October. Beyond performance, Laufey in Everland established a new blueprint for how Everlane approaches talent partnerships--rooted in authencity, storytelling, and cultural alignemnt rather than endorsement alone.
