The Making of Our Winter Layers Campaign
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The Making of Our Winter Layers Campaign
January 8, 2025
In case you missed it, our January Collection just dropped—and with it, we’re introducing our latest campaign: Layers. Eager to breathe new life into the classic notions of winter dressing, we decided to tailor our first campaign of the year around the art of layering. While seemingly simple, layering has the power to reinvent every outfit, and our campaign shows much. From crisp cuffs and cozy knits to all the details that define a look, read on for a behind-the-scenes glimpse at our most iconic campaign to date.
The Making of Our Winter Layers Campaign
Our Layers Campaign is an ode to the pieces that you rely on season after season—with a layered twist, of course. Stuck on the feeling that winter dressing can oftentimes be defined as flat and formless, we sought out a new way to get dressed. Our solution? Doubling down on quality, classic essentials that have the ability to work together effortlessly and breathe new life into your wardrobe—layer by layer.
“I wanted to create a collection that was ultra-cozy but also entirely elevated. We focused on new textures and silhouettes that brought a sense of novelty to what’s expected of a winter wardrobe. ” - Jenni
When it came time to tell the story of Layers, we made sure every moment was layered in its own way. The visuals are meant to reflect a more polished point of view within our layering mindset—from the black and white imagery to the text treatment, paper stacks, and collaged moments. Practicality is at the forefront within our storytelling, aiming to empower an approach to capsule dressing that is as evergreen as it is essential.
Photos by Angi Welsch
