Less Is More

Campaign Overview

A minimalist fashion campaign built around the idea that owning fewer, better things leads to a richer life. Alex documented a 30-day experiment wearing only 15 pieces from Everlane's essential collection.

The Challenge

Everlane wanted to stand apart from fast-fashion noise during peak shopping season. The brief was counterintuitive: convince people to buy less, but buy better. A campaign about restraint in a season built on excess.

Creative Approach

Complete transparency. We documented the entire 30-day experience — the moments of doubt, the outfit repetitions, the surprising freedom of having fewer choices. We published daily on social media with honest captions about what minimalism actually feels like when you're living it, not just posting about it.

Deliverables

1 x 10-minute YouTube documentary
30 x daily social media posts (real-time documentation)
Photography series of 15 outfits in context
Email campaign with personal essays
Pop-up exhibition in Los Angeles

Results

14.1M social media impressions
Best-performing Everlane campaign of 2023
38% increase in essential collection sales
Earned media coverage in Vogue, GQ, and The Cut
Campaign concept licensed by two other brands

“Alex took a risk with this campaign — being honest about the complexity of minimalism in a hyper-consumer culture. That honesty is exactly why it worked. It felt real.”

Kayla Thompson

Creative Director, Everlane