Inclusivity is at the heart of Madewell’s new campaign starring Issa Rae.
The sad truth about the current state of marketing? Inclusivity isn’t the norm. Inclusivity is what makes a brand different. That said, when Madewell paired up with actress, writer, and producer Issa Rae, they went all in on inclusivity. The 60-second spot follows Rae around her day wearing a variety of Madewell apparel as she reflects on how her upbringing helped her become “unapologetically herself”.
But the collaboration wasn’t just a mash-up of two names, something that just isn’t enough these days. Instead, the “What Are You Made Of?” campaign became a collaboration between the brand and Issa Rae, Issa Rae’s production company, and her music label, and features underrepresented writers and creatives of color—all of which are visible or audible throughout the nuances of the ad. The spot also features a hazy, retro lens—a nod to the nostalgic wave sweeping several industries of late.
Madewell also doubles down on brand personality and awareness via a YouTube campaign and its first TikTok campaign, which uses the hashtag #MadeOfChallenge. Clips of the campaign have been woven into Madewell’s Instagram feed too, a key tactic many brands have been tapping into according to Gartner’s Digital IQ Index: Specialty Retail.