Everlane Kick Crop
Creative Direction—Alexandra Spunt
Copy Lead—Blair Phander
In September 2017 Everlane launched its first collection of premium Japanese denim, offered in classic styles for both men and women. Six months post launch it was time to add a new style to the women’s category: enter in the Kick Crop.
Our team design and built two digital landing pages that each used a mix of ambient video, photography, and animations. The first was a teaser page that included a sign-up module for any customers that would want early access to purchase the jeans. The second released on launch day and included a full-page of editorial content and product details. We also chose to feature three different women whose heights ranged from 5’3” to 5’9”. This allowed us to tell a stronger story that the jeans could be flattering on every women, no matter her height.