Anthropologie x Camila Mendes: Key Findings
Quick listen: Anthropologie debuts “Anthro, Always,” a short film with Camila Mendes that blends rom-com storytelling and fall fashion in under 2 minutes.
What if a fashion ad felt more like a movie than a catalog?
Anthropologie’s Fall 2025 campaign, “Anthro, Always,” stars actress Camila Mendes in a short film directed by photographer Dan Martensen.
Rather than using traditional catalog photos, the film follows Mendes as she prepares to explore London.
She rummages through her wardrobe, finding cozy knits, oversized coats, and patterned dresses.
View this post on Instagram
Jisso Kang, Anthropologie’s Chief Creative Officer, led the project.
He described his work with Mendes as a strong creative partnership, highlighting her energy, warmth, and wit as vital to the campaign’s spirit.
Mendes agreed, calling the project personal.
“I’ve been leaning into the idea of romanticizing everyday moments, and this fall collection really captures that spirit.
I’ve loved the brand since I was a teenager, so working on this campaign felt personal in the best way.
The team was so thoughtful and collaborative — they really encouraged me to bring my own style to the shoot.
It was such a creative, effortless experience, and I loved helping bring this vision to life.”
Throughout the campaign, the "Euphoria" star visits bookshops, relaxes in cafés, and strolls through streets that capture the essence of fall.
Fashion Growth, Storytelling Focus
This launch comes as Anthropologie experiences renewed growth.
The Urban Outfitters-owned retailer reported nearly 8% sales growth in 2024.
It also reopened its SoHo location in New York City and announced the expansion of Maeve into a standalone label, with a new store opening in North Carolina this fall.
Barbra Sainsurin, Anthropologie’s Global CMO, noted in a press release how the campaign fits into the company’s growing focus on digital storytelling:
“For the fall campaign, we’re continuing to lean into what’s working, prioritizing our social channels, collaborating with more influencer partners, and investing in narrative storytelling across Instagram, TikTok and YouTube to connect directly with our multigenerational customer as well as with Camila’s dedicated following.”
The film’s direction keeps Anthropologie’s bohemian spirit while updating the brand’s image for audiences who mostly find fashion through social media and lifestyle content.
That balance of heritage and modern storytelling is also showing up in the way fans are reacting online.
On Instagram, followers compared the film to their favorite rom-coms, praising the campaign for feeling like a movie rather than an ad.
User @giggobgulp said, "Tell me you studied Pretty Woman without telling me you studied Pretty Woman."
User @ray_iraqy added, "Moodborard: Pretty women & Sex and the city."
What This Means for Brands
Anthropologie’s latest campaign shows how fashion marketing can feel more like entertainment than traditional advertising.
View this post on Instagram
For CMOs and brand leaders, several lessons emerge:
- Turn looks into stories. Clothing connects better when tied to relatable narratives.
- Use celebrity as a narrative anchor. Mendes appears as a character, not just a model, deepening audience connection.
- Treat retail as media. Presenting campaigns as short films helps keep attention across TikTok, Instagram, and YouTube.
- Embrace familiar visual language. Using classic rom-com elements makes the story relatable and shareable.
- Create emotional branding. Focusing on the feeling of fall creates a tighter connection than just promoting retail items.
In a crowded market, the brands that succeed often make people feel something, not just encourage them to buy something.
Our Take: Can Fashion Really Tell A Story?
The first time I watched the Anthropologie film, it felt very different from a seasonal ad.
I wasn’t just looking at outfits; I was following a character.
This perspective made me think about the brand in a more meaningful way.
From a business viewpoint, I believe this type of storytelling in marketing works because it enhances recall and fosters a sense of belonging that a simple lookbook can’t offer.
If more brands approached campaigns as stories instead of sales tools, they could build communities around feelings rather than just products.
In other news, see how Maison Margiela partnered with Miley Cyrus to create a campaign where fashion takes on a cinematic edge.
From knits to rom-com-style content, these agencies craft campaigns people want to watch and share.
