Madewell Turns to TikTok and Gen Z Creators to Power New Denim Campaign

Fashion brand Madewell might be best known for denim, but it also wants to be the go-to brand for those who value self-expression and create content around it. More specifically, the social platform is courting young consumers who use TikTok and Instagram to do so. For its newly launched campaign, “When the Fit Hits,” the brand tapped rising creatives Kiersey Clemons, Chase Sui Wonders, Lukas Gage and Charlbi Dean, as well as enlisting an army of Gen Z and millennial creators to tout its fall denim drop through their personal platforms. The brand will begin rolling out content from the campaign on its TikTok and Instagram channels starting Sept. 6, according to a representative. It’s Official: Skinny Jeans Are Out, Wide-Leg Denim Is In “We selected creators who not only align with Madewell’s emphasis on creative self-expression, but who also have their own distinct style and we knew could bring the prompt to life in a way that felt authentic to them and their community,” Derek Yarbrough, chief marketing officer of Madewell, told Adweek. The brand’s creative, which was produced in-house with images shot by Cass Bird, features the four denim-clad actors sharing their interpretations of what it means for them “when the fit hits.” Narrated by each actor as they moved, posed and danced to music created exclusively to support the campaign on Madewell’s TikTok channel, responses ranged from “pressing pause” at home with family, “betting on myself every single time” in times of doubt, making room for “really good life-affirming stuff,” and embracing “acceptance … and everything being perfect because it is.” Yarbrough emphasized that TikTok is integral to the brand’s strategy of connecting with younger consumers who use the platform to create and share content with their highly engaged and fashion-conscious followers. “For the fall campaign, we were really excited to showcase our wide offering of on-trend denim styles,” Yarbrough added. “Everything we do is anchored to encouraging self-expression, and knowing Gen Z uses TikTok as a way to identify fashion trends and express their creativity, it was only appropriate to utilize the platform as part of the campaign.” This isn’t Madewell’s first time partnering with notable creators. In 2021, the brand collaborated with Issa Rae for its “What Are You Made Of?” campaign, and it has previously worked with Alexa Chung and Solange Knowles. “We’re always keeping a pulse on what’s trending and how we can leverage those trends to keep our customers engaged with the brand,” Yarbrough said. “Knowing that TikTok is an entertainment-first platform with a large Gen Z following, we saw an opportunity to position Madewell through that lens.” This, he hopes, will help the brand reach new consumers. On Aug. 29, one of the creators involved in the campaign, Dean, died after a sudden illness at the age of 32. A Madewell spokesperson released the following statement: "Charlbi was a singular talent, and it was our privilege to work with her. We are deeply saddened by the news of her passing and our thoughts are with her family, friends and those that were close to her." The company did not disclose further information about the campaign as it relates to Dean’s involvement.