a New Work: Evereve "Dress Like a Mom" | Carmichael Lynch Relate

New Work: Evereve "Dress Like a Mom"

Published on March 6th, 2017

Evereve, a national retail brand dedicated to empowering moms through fashion, has partnered with creative agency of record Carmichael Lynch to launch its first ever fully integrated campaign to redefine what “Dress Like A Mom” means today:

Mom jeans. Mom shoes. Mom clothes. They’ve gotten a bad rap. An unfair rap. And at Evereve, we’re here to set the record straight. Because to us, moms aren’t one thing. They’re everything. Who else in the world works like a mom, hustles like a mom, leads like a mom and loves like a mom? No one is more beautiful, and no one is more stylish. Which is why we’ve made it our mission to reclaim what it means to Dress Like a Mom.

“Even when Evereve was just a dream of mine I knew I wanted to create a place where moms could come to feel beautiful, powerful and stylish,” said Evereve Co-Founder and Co-CEO Megan Tamte. “The ‘Dress Like A Mom’ campaign brings our vision full circle. It’s bold and fun and speaks authentically to moms today, and I’m thrilled to see this come to life.”


The campaign features a series of online videos, including “Mom Jeans,” which features a series of models, who are all mothers, showing off their own “mom jeans” — which couldn’t be further from the stereotypical unflattering denim most often associated with the term. In another video, Evereve shows what it really means to “Dress Like A Mom” — by confidently wearing fashionable, bold and unique pieces from Evereve.

“Mothers, maybe more than anyone, should feel empowered. And yet, there is this stereotype that once you become a mother you are innately less stylish and less confident,” said Carmichael Lynch Art Director Samantha Perry. “It felt right to confront this stereotype head-on and give mothers the power by creating a campaign that uses those stigmas to their advantage.”

Other campaign elements include out-of-home, social and banner advertisements, programmatic display and point-of-purchase materials at each of the retailer’s 68 locations.

Public relations AOR Carmichael Lynch Relate is also implementing an activation plan, including immersion events with the Evereve Style Crew in select stores, influencer engagement and social media marketing.

The Evereve Style Crew includes five influential fashion and lifestyle bloggers including Landyn Hutchinson of “Living With Landyn” and Shaynah Dodge of “The Ruffled Snob,” among others. The bloggers will also partner with Evereve to create original content for their blogs.

The campaign was photographed by renowned fashion and lifestyle photographer Meredith Jenks.

About Evereve

Evereve, co-founded 12 years ago by Megan and Mike Tamte, is a casual contemporary women’s clothing boutique dedicated to styling the fashion-loving mom. As one of the fastest growing retailers in the U.S., Evereve operates 68 stores in 25 states – with 14 more opening in 2017 – supported by a team of over 1,000 uniquely trained stylists who are committed to the company’s mission of inspiring moms to realize their beauty and power. Evereve can also be found online at www.evereve.com and www.trendsend.com. Trendsend, Evereve’s fast growing online styling service, is accessible 24/7 to moms who prefer Evereve stylists to handpick and mail outfits to them without leaving home.