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At the centre of Everlane’s latest campaign is a hill. A number of stone-faced models in earth tones, drenched in sepia-toned cinematography, surround it; posing, climbing and eventually, sitting around a table on its top. In a whisper, a narrator proclaims, “the hill is an analogy,” going on to draw out a parallel with Everlane’s goal of making “better” clothing
The real uphill battle Everlane is facing, however, is in shifting consumer perception. The brand wants to go from…
