Madewell is undergoing an entire redesign to appeal to Gen Z. 

Madewell is undergoing an entire redesign to appeal to Gen Z. As the cool, hip sister to J.Crew, Madewell was known for their vintage / preppy aesthetics that Millennials grew to love. But after the brand saw a decline during the pandemic, they’re embarking on a new Gen Z-forward journey with a sleeker, minimalistic feel. The brand is ditching in-your-face florals and the “Christian-girl autumn” aesthetic for solid colors and loose/ baggy silhouettes Gen Z loves—and they’re showing them off in TikTok campaigns and tapping celebs like White Lotus and Euphoria actor Lukas Gage and Bodies Bodies Bodies actress Chase Sui Wonders. Madewell is also in the process of expanding their store count as they work to redesign their retail spaces. For example, “in February, the brand opened a new multi-floor, dual-gendered store in Philadelphia with its new concept, offering a wider assortment of products beyond Madewell including local brands and locally sourced vintage items.” However, the brand made a point to note that they will not be participating in short-lived micro-trends are “against the sped-up trend culture driven by social media.” (Glossy)