A Brand Built on Principles Seeks to Evolve
Everlane built its name on a promise: unmatched transparency, thoughtful design, and ethical production. That ethos earned the brand a devoted following, especially among Millennial women who saw Everlane not just as a wardrobe staple, but as a value system you could wear.
When Gen Z entered the chat and Millennial preferences were maturing, the bar had been raised. Style needed to speak for itself and brand alignment had to feel personal, not performative.
Everlane wasn’t looking to just chase trends. It was wanting to modernize the conversation, meeting their target audience where discovery actually happens.
To do that, Everlane had to deliver creator-led storytelling on TikTok and Instagram that drove awareness and traffic, while still ensuring Everlane felt fresh, desirable, and in-style.
Reframing Everyday Essentials
Everlane is built on timeless staples. But in today’s trend cycle, even the most considered pieces risk fading into the background if they’re not worn the right way, by the right voices, in the right context.
To reestablish relevance in a sector shaped by TikTok and Instagram, Everlane needed authentic, emotional storytelling. The goal was to make the brand feel styled, aspirational, and present in culture without losing the minimalist DNA that built its loyal following.
The campaign had to deliver performance too. With traffic and engagement as the primary KPIs, the focus was centred around momentum.
Through creator marketing, Everlane aimed to:
Reignite interest in core products through relatable creator content- Connect with Gen Z and Millennial women in the U.S.
- Test new creator segments, including male creators and couples, to expand appeal
- Drive engagement rates and trackable traffic across key channels
This campaign centered around refreshing how the brand showed up and that meant partnering with Kyra to do it at scale, with intent.
“Working with Kyra has been a game-changer for our TikTok strategy.”
Styling Staples with Creator-Led Consistency
Kyra developed and ran Everlane’s influencer campaign with a creator strategy designed to elevate everyday pieces through storytelling. We cast creators who embodied modern minimalism: stylish without feeling staged, aspirational without losing relatability.
From classic trousers to cotton tees, creators styled each product in the context of their real lives, whether that be work routines, weekend errands, or hot girl walks. Formats were intentionally mixed: mirror selfies, outfit changes, wardrobe edits, POV narratives. The goal wasn’t to just style the clothes, but to contextualize the pieces for everyday life.
We introduced subtle testing over time. While the campaign focused on Gen Z and Millennial women, we gradually layered in male talent and couples.
Behind the scenes, Kyra’s platform ensured the program ran with speed and precision. Our team managed everything from casting and briefing to delivery, approvals, and paid-ready edits. This allowed for a steady cadence of high-performing content, without overextending Everlane’s internal teams.
““Kyra’s account management team truly feel like an extension of our team, delivering results-driven campaigns that elevate our brand presence.” ”
Everlane Found Its New Flow
Our influencer program helped Everlane reintroduce its essentials with creator voices that felt modern, confident, and naturally aligned to the brand.
In total, the program delivered:
- 9.7M impressions
- 71.2K clicks to site
- 0.73% site traffic
- 99% positive sentiment
Though performance targets were rooted in awareness and traffic, the campaign also uncovered promising early signals: male and couple-led content started to outperform expectations, especially on click-through, opening doors for future targeting strategies.
With Kyra, Everlane scaled storytelling grounded in lifestyle, built for TikTok, and ready to evolve.