Madewell is getting into music.
The brand, which exudes a cool, tomboyish image and has denim at its core, is partnering with Spotify, the digital music service, with a multifaceted partnership, live and online, starting today and continuing to June 28. It’s geared to strike a chord with customers, get them in the Madewell stores and underscore how music and fashion are intertwined.
Madewell, in its 88 stores, will be having listening parties this Thursday. The brand will also be spotlighting three new female acts — Sharon Van Etten, Lucius and Kelela — with store appearances and editorial content on madewell.com, the Madewell blog, Instagram and Spotify social media channels. The artists will be wearing Madewell this summer. “We actually worked closely with Spotify to pick three up-and-coming artists. They’re all female, they are not huge — yet, but we wanted to give them a platform,” said Somsack Sikhounmuong, Madewell’s head of design.
Madewell recently launched a channel on Spotify, with music chosen by its team.
“There is nothing better than live music,” said Sikhounmuong. “Music is such an important part of my life and the Madewell girl’s life. We always have customers asking about the playlists we have playing in our stores, so our partnership with Spotify was an obvious no-brainer. I like to think Spotify and Madewell share the same philosophy towards supporting up-and-coming creatives.”
Madewell has lined up Van Etten to perform in Nashville on May 27, Lucius in New York on June 11 and Kelela in Los Angeles on June 24 at by-invitation-only appearances, though Madewell will let in the first 25 customers lining up outside the stores. Locations and dates will be revealed later. Madewell is having a sweepstakes to win two tickets to Los Angeles for a few days to catch Kelela’s show, a $1,000 Madewell gift card and Spotify memberships. Two runners-up get $500 gift cards and Spotify memberships.
Music is a constant at Madewell, officials said, noting past collaborations with Alexa Chung, Solange Knowles and Caroline De Maigret. “Music has always been part of the Madewell DNA,” said Sikhounmuong. “I love the idea of Madewell being part of a lifestyle.”
Inside Madewell stores, “Music is something you don’t really notice-notice, but when you do notice it, you really appreciate it,” Sikhounmuong added. “We’ll play everything from current music to oldies and classics, a mix of everything.”