Everlane is renowned for its sustainable luxury fashion, and the brand prides itself on being the ‘destination’ for clean, luxury, premium pieces designed to last. They are also known for their direct-to-consumer strategy, which involves removing markups and deviating from celebrity brand ambassadors and partnerships.
However, this has all changed with Everlane’s latest Fall 2025 campaign, which features Icelandic-Chinese musician Laufey, who has captivated the world with her jazz- and classical-infused pop music. Her music can only be described as ethereal and almost otherworldly, and this energy is perfectly translated through the visual campaign.
The campaign, unveiled as ‘Laufey in Everland,’ signifies a bold new direction and strategy for the brand, which invites audiences into the whimsical world imagined by Laufey. Clips from the campaign show key pieces from the new fall collection, each reflecting the brand’s core values: accessibility through materials and cleaner luxury, all brought to life and screen through a dreamlike fairytale styling.
Stepping into a doll-sized miniature cityscape, Laufey becomes a larger-than-life muse, marking a dramatic evolution for the brand through talent-led brand storytelling. The film, alongside the campaign, highlights the intersection of timeless style, musical identity and self-expression through Everland, creating a powerful visual metaphor for the brand’s past meeting its newly imaginative design future.
The campaign showcases key pieces from their fall collection as well as an exclusive capsule collection created to benefit The Laufey Foundation. Set for release on the 30th September 2025, the collection will include pieces such as a crop zip hoody, crew fleece and sweatpants embroidered with Laufey <3 in the artist’s own handwriting. Alfred Chang, CEO of Everlane, emphasised:
“Partnering with Laufey for our first talent-led campaign is a natural extension of who we are as a brand. Her artistry, global presence, and personal story align seamlessly with our values of timeless design, individuality, and cultural relevance. Laufey’s effortless style is distinctly Everlane, and through Laufey in Everland , she offers a fresh, personal perspective on the future of Clean Luxury. Better For You.”
‘Laufey in Everland’ is a playbook on how to evolve a brand without losing its core DNA. By weaving Laufey’s dreamlike artistry with Everlane’s clean luxury ethos, the brand creates a campaign narrative that brings a story to life while expanding its cultural relevance.
CREDITS
Creative Producer: Junia Lin
Creative Direction: PlayLab, Inc.
Director and Photographer: Sam Cannon
Set Design: Nucalifornia
Production: Derby Studio
