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Madewell is putting 24 days of marketing muscle and exclusives behind its fall denim program. Launching today, the initiative is called Denim Every Day and will feature 24 successive days of limited-edition collaborations, one-of-a-kind pieces and exclusives, including projects with Goop, Vans and ABC Carpet & Home.

Vans is making a denim sneaker for Madewell; Gwyneth Paltrow picked a jumpsuit for the Goop collaboration; there will be customized jackets done with the Austin, Tex.-based artists behind Fort Lonesome; a candle done with P.F. Candle and Co. that smells like fresh laundry, and ABC worked with Madewell on its first furniture project.

The 24-day push will feature styles from Madewell’s denim collection, including the launch of maternity and the Anywhere jean, which has 360 degrees of stretch and is priced for less than $100.

Joyce Lee, head of Madewell design, said the fall collection is the widest and most trend-driven assortment of denim all year. “Denim Every Day gave us a chance to bring denim outside of just jeans and show how we can do it in unconventional ways,” said Lee. “We worked with other brands who are experts in what they do — like ABC Carpet & Home, who created a chair using one of their best-selling styles and our denim, and P.F. Candle, who created a candle called Overalls with a scent reminiscent of freshly washed denim. As a new mom, I’m particularly proud to be launching our first maternity jean, which is exactly what I was looking for when I was pregnant with my now one-year-old daughter.”

Each day, a new piece will be unveiled on and through the company’s social media channels. Some of the items and collaborations are extremely limited. For example, only 15 jackets by Fort Lonesome will be available. The Madewell x ABC Carpet & Home denim chair is limited to five chairs.

The Vans collaboration kicks off the program with Madewell x Vans SK8 Slim High-tops. Other collaborations include denim Saucony DXN Trainers, Madewell x Heather Day Notecards and Madewell x B Sides Reworked Jeans.