Laufey Stars in Everlane's First Talent-Led Campaign and Capsule Collection

Everlane has unveiled its Fall 2025 campaign, "Laufey in Everland," marking a significant new chapter for the San Francisco-based retailer. This campaign is notable as the brand's first-ever talent-led initiative, fronted by the Grammy Award-winning artist Laufey, and introduces a fresh creative direction for the brand's aesthetic and storytelling.

According to Alfred Chang, CEO of Everlane, the partnership with Laufey is a "natural extension" of the brand's identity. He emphasized how Laufey's artistry, global presence, and personal narrative seamlessly align with Everlane's core values of timeless design, individuality, and cultural relevance. Chang also highlighted Laufey's "effortless style" as distinctly Everlane, suggesting that "Laufey in Everland" will offer a fresh, personal perspective on the future of "Clean Luxury. Better For You."

The "Laufey in Everland" campaign is brought to life through a captivating short film. This cinematic piece follows Laufey as she transitions from her real-life home through a mystical portal into "Everland," a whimsical, miniature city where timeless style and self-expression beautifully intertwine. Throughout this dreamscape, Laufey showcases key pieces from Everlane’s Fall 2025 collection. Featured items include the sophisticated Leather T-Strap Flat, the versatile Wrap Mini Skort, the cozy Air Alpaca Short-Sleeve Cardigan, the elegant Cashmere Handkerchief, the polished Blazer in Tailor Twill, and the luxurious Slip Skirt in Silk Charmeuse.

Expressing her excitement for the collaboration, Laufey shared her long-standing admiration for the brand. "I’ve been a fan of Everlane for years, so it’s an honor to be the face of their first talent-led campaign," she stated. Laufey also noted the personal connection she felt with the collection, observing that "the short navy trench with t-strap leather shoes immediately felt like a Laufey song in an outfit, while the silky champagne dress is one I could see myself wearing onstage, perhaps paired with a bow!" She articulated the significance of her role in representing this new era for Everlane, one firmly rooted in longevity and quality.

Beyond the campaign, Everlane and Laufey have further deepened their collaboration with an exclusive capsule collection, created in support of The Laufey Foundation. This limited-edition line, launching on September 30, 2025, will feature a range of comfortable essentials: a Crop Zip Hoody, Cropped Crew Fleece, Wide Leg Sweatpant, and Pocket Tee Shirt. Each piece will be available in multiple colorways and will be distinctively embroidered with "Laufey <3 Everlane" in the artist's own handwriting. The collection will be accessible to fans and shoppers both online and in select Everlane stores.