Madewell's Head Designer Talks Trends, Comfortable Jeans, and How She Shot the Brand's Fall Lookbook From Her Own Home
In the age of Zoom shoots and virtual runway shows, it's become the norm to get creative with fashion from home. That's exactly what Madewell did for its fall 2020 lookbook, enlisting head designer Joyce Lee to stage a shoot straight from the comfort of her own NYC home. The resulting images are right on brand for a retailer that's trend-aware, but never fashion-forward. The clothes and the photos speak to wearability — the pieces we're gravitating towards now more than ever — and spotlights the hero pieces in our closets: great button-downs, cosy cardigans, live-in denim, and house dresses.
That was all by design, as Joyce told us, "I styled each look as I would for my typical day at home, with an emphasis on comfort and cosy layering for fall." Still, you won't find any sweatpants in this mix. Madewell's got a reputable denim collection that's on display here, even while we're all embracing that loungewear life. Joyce stands by the brand's comfortable jeans, spotlighting the most wearable silhouette ahead and reminding us all that "sweatpants can only rule for so long."
Beyond stay-at-home style, Joyce weighs in on trends, the future of fashion, and breaks down the beautiful shoot she pulled off from home. Ahead, see all the photos from Madewell's new fall lookbook, read our interview, and shop the key pieces.