Madewell Doubles Down on Denim; Expands Atelier Service

Madewell is getting back to its denim roots this spring.

The J.Crew Group, Inc.-owned brand launched “Back to Denim,” a campaign to support the 100-plus men’s and women’s denim items it will roll out over the spring season.

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Madewell began teasing the launch on Instagram by wiping out its grid and adding “Back to Denim” posts.

The collection focuses on “of-the-moment styles and keep-forever pieces,” the brand stated—a motto that was echoed in Madewell’s holiday collection.

New fits include the women’s Kick Out full-length jean, a version of the popular crop style with a longer inseam. The bootcut jean comes in vintage canvas and black forest as well light and mid-tone indigo washes.

The brand doubles down on head-to-toe denim dressing with an assortment of denim jumpsuits, shirts, jackets, overalls and dresses for women. Staples include a wide-leg coverall, oversized carpenter overalls and Western and darted button-down shirts. Madewell elevates core items like a maxi skirt with exaggerated pockets and contrast stitching and a cotton/Tencel jumpsuit with wrap-front notch lapels and pleats.

The final women’s drop will include the limited-edition Studs + Stones Collection. Items like the ’90s Straight jean will feature hand-embellished details “upgraded for your next night out,” Madewell stated.

For men, Madewell focuses on ring-spun fabrics to deliver authenticity and durability. The vintage-inspired 1991 Straight jean and 1991 straight loose are among the highlights. A range of garment-dyed jeans inject a pop of wearable and versatile neutrals to the line. The brand also touts an assortment of jeans made with Lycra’s temperature-regulating Coolmax technology to prepare for warmer months.

Madewell is also expanding its Denim Atelier services to give consumers the opportunity to work with a denim expert in store and virtually through live chat. Services span private fittings to complimentary 45-minute video chats with a Madewell stylist for style advice. All services are offered on an ongoing basis to Madewell’s entire audience.