Although we are fans of madewell we felt that their brand was a bit closed off and wasn't as diverse as it could be. We wanted to introduce different lifestyles as well as ethnicities into their brand. We decided to use copy such as #everygirlmadewell to incorporate every type of girl. We chose to do this through both a printed mini catalog that would be available in stores and via e-commerce and an email campaign. We wanted to work within the design that madewell had already established but take our own photos and incorporate more inclusive language and texture.
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