Madewell is ushering in the spring season with a brand new collection and a national campaign featuring Houston’s own Asli Omar.
Omar, the lead singer of the Houston indie rock band, The Tontons, is featured in the “Life Madewell” campaign, which portrays the everyday, effortless lifestyle of the brand, which focuses on denim and other basics.
A “Day-in-life” video shows Omar in Madewell overalls styled with her favorite pieces as she stops by Tierra Caliente and roams Montrose Boulevard and Midtown.
The band, which started in 2007 and is comprised of Omar, Tom Nguyen, Adam Martinez and Justin Martinez, has been featured in several national media outlets. Their song “Golden” is the soundtrack of the Everyday Madewell campaign video.
The spring campaign, unveiled Tuesday, “is documenting the lives of creatives, artists and overall badass women across the country,” the chain said in a press release. A “Day-in-life” video shows Omar in Madewell overalls styled with her favorite pieces as she sips tea in her Houston home, stops by Tierra Caliente taco stand on West Alabama, roams Montrose Boulevard and Midtown, where she stops into Sig's Lagoon record store.
Skateboarder Sierra Prescott and photographer Magda Wosinka are also the subjects of the "day-in-the-life"videos. The brand will also be releasing a detailed interview with Omar and the other subjects on the Madewell blog.
To kick off the spring collection, Madewell stores will also be hosting an event on Thursday (Feb. 26) from 6 p.m. to 9 p.m. where you can donate denim and get $20 off on a new pair of jeans, sip some wine and listen to beats by a local DJ.
The Tontons will perform at Free Press Summer Fest, in a schedule that was released Wednesday morning. The music festival takes place June 6-7 at Eleanor Tinsley Park.