Laufey Becomes Everlane’s First Celebrity Face in Major Brand Shift

Quick look: A cropped trench, cashmere socks, and a jazz soundtrack just redefined Everlane’s idea of essentials.

This fall, Everlane left the grid and entered Everland.

The clothing retailer just launched its Fall 2025 campaign starring Laufey, making the Icelandic-Chinese singer its first official celebrity ambassador.

The decision marks a sharp pivot for a brand that once built its identity on quiet minimalism and a no-frills, no-face marketing model.

Photographed by Sam Cannon and developed by creative producer Junia Lin, the "Laufey in Everland" campaign is Everlane’s most theatrical to date.

Laufey appears in a surreal miniature city, styled in cashmere cardigans, silk slip dresses, and sheer socks with Mary Janes.

Her song "Lover Girl" plays in the background as she wanders through this fictional world built from farmers' markets, fall streetscapes, and the Everlane store itself.

Laufey’s personal style already leans nostalgic and dreamy, so the partnership made sense from the start.

“It felt very me,” she told ELLE.

“It’s very classic. You can’t quite put a finger on it.”

Her looks in the campaign mirror how she dresses offstage: button-downs with silk skirts, short sweaters, oversized coats, and kitten heels that could belong to any decade.

It’s a far cry from the neutral grid posts and product flat-lays Everlane was once known for, and that contrast feels intentional.

The campaign introduces not just a face but a feeling, something the brand had quietly lost in recent years.

Reset for the Brand

The campaign arrives ahead of an exclusive capsule collection, designed in collaboration with Laufey and set to launch September 30.

It includes cozy fall staples like fleece sets and T-shirts, with proceeds going to The Laufey Foundation, her nonprofit supporting youth orchestral programs.

Everlane’s new direction follows the arrival of CEO Alfred Chang, who joined last year after leadership roles at Pacsun and Fear of God.

Chang told Vogue Business that bringing in a celebrity ambassador was part of a broader effort to reconnect emotionally with customers and move away from the brand’s “products speak for themselves” past.

Everlane regained profitability in 2023 with approximately $200 million in annual sales, building a stronger foundation for creative partnerships and brand storytelling.

Its May “Clean Luxury” campaign also drove a 10% increase in average order value, led mostly by new customers.

While still direct-to-consumer, Everlane is now seeking a deeper relationship with its audience, one built less on price tags and more on point of view.

Our Take: If You Missed the Old Everlane, This Might Still Win You Over

I’ll be honest.

I was skeptical when I first heard Everlane was working with a celebrity, because the whole point of the brand used to be that it didn’t need one.

But Laufey isn’t just any name, and this isn’t just a shoehorned-in endorsement.

The campaign actually feels personal, styled with intention rather than chasing trends.

Everlane used to feel like the brand for people who wanted to keep things simple.

Now, it feels like it’s ready to make space for people who want a little more beauty with their basics.

And maybe that’s exactly where it needs to be.

For another campaign built around a brand’s first celebrity ambassador, see how Maison Margiela tapped Miley Cyrus to lead its Fall 2025 campaign.

From subtle collabs to bold visuals, these fashion branding agencies help brands evolve without losing their core appeal.