Madewell
Featured Madewell projects
This week's top Madewell projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Madewell · Autumn 2025 Campaign - A day in Paris
Madewell’s Autumn 2025 campaign, 'A day in Paris,' highlights the brand's latest seasonal collection through a series of black-and-white portraits. Photographed by Grayson Vaughan, the campaign features model Tamel Lee navigating the city’s streets, café terraces, and historic landmarks. The imagery utilizes natural light to emphasize the textures of the apparel, ranging from structured tweed overcoats to casual layered menswear. Following an editorial approach, the campaign captures candid moments set against the classic architectural backdrop of Paris. The visual execution relies on an analogue film style to maintain a refined, introspective mood throughout the series.
Project Madewell · Madewell August 2025 Editorial
Madewell presents its August 2025 editorial, a fashion series that balances clean portraiture with atmospheric, earth-toned visuals. The collection features model Bonnie Panasenko in settings ranging from rustic wooden interiors to stone-framed outdoor environments, emphasizing natural textures and relaxed silhouettes. The project was captured by photographer Tom Schirmacher, with fashion editorial styling by Lauren Bensky. The imagery utilizes natural light throughout, leaning into an organic, candid aesthetic.
Project Madewell · MADE FOR SUMMER
The Made For Summer campaign for Madewell explores seasonal fashion through an editorial, lifestyle-focused lens. Photographed by Tom Schirmacher, the series features model Sun Mizrahi in a collection of warm, textured pieces ranging from knit tops and crochet to relaxed denim and tailored separates. The imagery relies on natural light and an observational approach, alternating between high-contrast monochrome and warm, sun-drenched palettes. By incorporating analogue film aesthetics and organic environmental settings—including coastal shores and rustic architecture—the campaign leans into a candid, textured visual style.
Project Madewell · Madewell Men's Summer Denim 2025
The Madewell Men's Summer Denim 2025 campaign leans into a documentary-style aesthetic, capturing the collection through the lens of photographer Sebastian Sabal-Bruce. Set against urban streetscapes and architectural backdrops, the visuals utilise analogue film techniques to create a textured, lived-in feel. Featuring model Jeenu Mahadevan, the project focuses on relaxed menswear silhouettes, from chambray button-downs to denim staples. The imagery is defined by a warm, golden-hour palette and natural light, with hair styling by Diego Da Silva and makeup by Chiho Omae contributing to an effortless editorial look.
Project Madewell · Holiday Dressing
Madewell’s Holiday Dressing project is a series of studio portraits that showcase the brand’s current knitwear and denim collections. The campaign leans into a clean, minimalist aesthetic, using natural light to highlight the tactile textures of layered flannels, crewnecks, and woven sweaters. Photographer Tom Schirmacher frames the imagery against neutral, seamless backdrops to maintain a focus on fabric quality and relaxed, contemporary silhouettes. With model Joshua Seth serving as the primary lead and Sally Branka providing makeup artistry, the work offers a straightforward, polished look at seasonal apparel staples.
Project Madewell · Dean Easy
Madewell presents the Dean Easy fashion campaign, a series of editorial portraits and commercial imagery that highlights classic, relaxed denim styling. Captured by photographer Bridget Fleming, the project channels a minimal aesthetic defined by clean art direction and a consistent white seamless studio backdrop. The series features model Luma Vitoria in various monochromatic and layered looks, showcasing a focus on material texture through soft, even lighting. Hair styling by Adlena and makeup by Chiho Omae provide a natural finish that complements the simplicity of the wardrobe choices, ranging from button-down denim sets to suede outerwear and essential accessories.
Madewell · Issa Rae
Madewell partners with Issa Rae for this lifestyle commercial, highlighting a series of vignettes set within a modern domestic space and outdoor retreat. The production shifts from a bright, clean kitchen environment to sunlit pool surroundings, focusing on the intersection of personal style and casual settings. Produced by GREATERGOOD, the spot leans into warm lighting and natural light to capture an approachable, lived-in aesthetic. The vertical format emphasizes the movement of the talent throughout the location, utilizing live-action technique to present the fashion collection in a commercial lifestyle context.
Project Madewell · Summer Denim 2026
Madewell embraces the warmth of the coming season with its Summer Denim 2026 campaign, a visual narrative that captures the effortless spirit of high street fashion through a lens of curated minimalism. Photographer Stef Mitchell masterfully utilizes natural light to ground the images in an outdoor summer setting, balancing the raw, tactile quality of denim with the soft, ethereal glow of bright, diffused sunlight. The collection, styled by fashion editor Spencer Singer, leans into functional layering, where navy blue vests and crisp shirts meet patterned leather accents to create a cohesive, elevated casual aesthetic. This portrait-heavy approach highlights the intricate textures of the talent, with hair stylist Diego Da Silva and makeup artist Allie Smith emphasizing a polished yet authentic look that reflects the brand’s signature charm. By focusing on the interplay between the garment’s structure and the subjects’ natural expressions, the campaign avoids over-styling in favor of genuine, lifestyle-driven appeal. The result is a series of portraits that function as both a commercial showcase and a celebration of seasonal ease. Through a blend of refined composition and thoughtful styling, the project successfully defines the Madewell summer uniform, channeling a timeless, sun-drenched narrative that feels both aspirational and entirely accessible to the modern fashion consumer.
Project Madewell · Spring 26
For the Madewell Spring 26 campaign, photographer Thistle Brown orchestrates a visual narrative that masterfully balances high street fashion sensibilities with an approachable, lived-in aesthetic. The project leans into the core tenets of lifestyle photography, utilizing soft natural light to cultivate a sense of nostalgic warmth across a series of intimate domestic and transit settings. By framing models Arthur Kelso, Janina Maidorn, and Lina Berg within vintage car interiors and retro bathroom vignettes, the imagery evokes a candid, unposed energy that feels both cinematic and deeply human. Fashion editor and stylist Jasmine Hassett plays a pivotal role in anchoring this tone, selecting elevated basics—striped midi dresses, classic denim, and ribbed textiles—that prioritize ease and texture. Technical expertise from hair stylist Maranda Widlund and makeup artist Anna Kato further enhances the editorial minimalism at play, ensuring the styling remains authentic to the campaign’s relaxed, suburban-inspired story. The resulting body of work avoids the polished artifice of traditional retail advertising, instead opting for a nuanced, editorial approach that champions the comfort of the everyday. Through these sun-drenched, textured frames, the collection presents a cohesive lifestyle vision that is as aspirational as it is accessible, successfully positioning the brand within a contemporary, authentic cultural landscape.
Madewell · What are You Made Of
Madewell’s 'What are You Made Of' campaign captures a series of intimate, lifestyle-driven moments within a contemporary home. The commercial film follows a subject through a sunlit, modern space, transitioning between the kitchen and living areas. The execution relies on live-action techniques to emphasize a clean, candid aesthetic. By utilizing warm natural lighting, the film focuses on the texture and movement of the apparel as the subject navigates her environment. The production was managed by GREATERGOOD.
Project Madewell · Madewell November Editorial
The Madewell November Editorial presents a refined, seasonal fashion narrative captured through the lens of photographer Tom Schirmacher. The campaign transitions between minimalist studio portraiture and relaxed urban environments, leaning into tactile compositions that emphasize rich textiles like denim, tailored wool, and intricate lace. Fashion stylist Lauren Bensky anchors the visual direction with a layered, contemporary aesthetic, pairing classic denim silhouettes with structured seasonal outerwear and metallic accessories. The imagery utilizes soft, directional studio lighting and natural daylight to define the textures of the apparel, further complemented by Ryan Mitchell’s intricate braided hair styling and Sally Branka’s naturalistic makeup palette. The collection features model Mekdalawit Mequanent, whose presence flows across both monochrome and warm-toned editorial frames.
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