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BB08: The brands are branching out
Everlane’s first-ever collab with Marques’ Almeida, Gwyneth Paltrow’s Meditation App, Hari Nef for Desigual, and another banger from GAP
Schema Agency & Coco Quizon
March 29, 2024
The Brief of the Brief
Brand Development
Everlane launches first-ever collaboration with design duo Marques’ Almeida
Sustainable and radically transparent brand, Everlane, last week, announced its already sold-out collaboration with Portuguese design duo Marques’ Almeida. The extremely limited edition capsule collection features 12 pieces from Everlane’s portfolio of everyday staples, using mostly deadstock fabric, and low-impact materials to create a colorful and design-forward reimagining of the basic garments Everlane has been known for.
The 12-piece collection features signature Everlane silhouettes rendered in Maques’ Almeida’s playful use of colors, patterns, and textures, including the signature pocket design found in the patchwork pocket.
In the press release for the collaboration, Mathilde Mader, Chief Creative officer for Everlane, says, “When thinking about how to meaningfully use our leftover fabrics while celebrating our hero pieces in an unexpected way, we thought that a collaboration with designers who can bring a new perspective to our classic designs would be a really inspiring solution.”
A pull quote from their website focuses on the story of two worlds coming together, but still centered on Everlane’s brand identity.
Selecting Marques’ Almeida as collaborators was a smart strategy to expand the brand’s storytelling and promote their ethos of sustainability and price transparency intelligently. For Everlane, it demonstrates that their radical commitment is not only scalable but also feasible for high-end products, reinforcing their position as leaders in sustainable retail.
Like with any Everlane product, a snapshot of the product at cost is provided to the consumer. For this $198 collaboration piece with Marques’ Almeida, the cost price rings in at US $56.67
Takeaway:
The premise for any collaboration should be simple and highlight both brand identities. This way, the collaboration, no matter how out there, could appeal to the existing audience and help introduce your brand to a group of people who may never had considered your brand prior.
Gwyneth Paltrow expands wellness enterprise into tech with meditation app, Moments of Space
Gwyneth Paltrow’s newest venture, Moments of Space, is a meditation app focused on the practice of eyes-open meditation. Originally founded by Buddhist app developer, Kim Little, Moments of Space was intended to bring meditation to millions by removing one simple barrier, having to do it with your eyes closed. On their website, Moments of Space notes that, “[it] was created to blur the boundaries between life and meditation, to transform people’s reality from one of overwhelm and escapism to one of presence and potential.”
Co-founders Gwyneth Paltrow and Kim Little, courtesy of Popcorn PR UK
Moments of Space’s minimalist interface
Technically a relaunch as the app first launched in 2023, Moments of Space was officially unveiled at Goop’s annual summit, “In Goop Health”, coinciding with the announcement of Gwyneth Paltrow as the brand’s new Global Community Director.
More than an extension of Gwyneth Paltrow’s wellness empire, what brands can learn from this move, is that when you have a great product to offer to your market, but you just cannot find your audience, you may consider beefing up the c-suite with a person of influence.
Takeaway:
This practice is nothing new. Just a few years ago, Jen Batchelor’s Kin Euphorics enlisted Bella Hadid as cofounder years after the brand first launched. Sexual wellness brand Maude listed Dakota Johnson as the co-creative director three years after launch. For most brands, having a celebrity co-founder spelled success very early into the business and if your brand has had trouble in entering the market, a retroactive celebrity co-founder may not be the worst idea.
& in other news, what’s happening in Influencer Marketing this week?
Hari Nef for Desigual 2024 Paparazzi Campaign
Hari Nef returns as the face of Desigual for a socially native campaign for the Spanish brand. In a series of images and videos replicating the paparazzi experience, Hari thoughtfully dodges the cameras by covering herself in a series of Desigual garments
Mel C. Stars as Mum in Palace x Gap Spot
Palace launches collaboration with Gap, a capsule collection that blends London skater sensibilities with Gap’s quality basics. A surprise star of the campaign is the 90s tracksuit aficionado herself, Mel C. as the mum of intrepid young skaters lamenting daily life when all they want to do is skate.
