Everlane Launches Modern Oxford New Oxford Shoes

Last week, Everlane launched Modern Oxford.

New products.

For this pair of shoes, Everlane found actors Kiersey Clemons, journalist Hailey Benton Gates and model and artist Jane Moseley to advertise.

The slogans written on the homepage of the website are also very explicit: "they are artists, actors and journalists.

Come and see the super smart women we invited to try Modern Oxford shoes Oxford shoes.

In addition, Everlane has taken an outline name for this advertisement -- #ThisIsSmart.

In short, Everlane has always stressed the word "smart" as if implying: want to look smart? Wear Oxford shoes.

If the cosmetics industry sells is not too illusory dream, then

All kinds of stereotypes are sold in industry.

Oxford shoes are male uniform shoes popular from University of Oxford in the 17 century.

So far, the characteristics of Oxford shoes have been gathered in three main elements: thick sole, high heel and bandage. Later, this kind of shoes has developed into the field of women's shoes.

Because of the evolution of men's single products, girls who are willing to wear such shoes will be labeled as "handsome".

However, the stereotype of Oxford shoes can not be completely summed up as masculine handsome, if so.

The status of rivers and lakes is at stake.

Because it is a male leather shoe after feminization, and it is not the intellectual property of ballet flat shoes.

But because flat bottomed and concise, and can be seamlessly linked to trousers, Oxford shoes at any rate can be linked to "smart".

In accordance with the logic of stereotype, they are often willing to replace the beautiful appearance of a pretty woman with chic, and then convey the fashion sense of women who are so confident and smart.

In the The Aviator, which once won the seventy-seventh Oscar best costume design award, CATe Blanchett Blanchett successfully defined a neutral and handsome image with short hair and trousers and a pair of Oxford shoes. In 2013, Begin Again, which was a little free and talented music player played by Keira Knightley, also liked to wear a pair of black Oxford shoes in the streets of New York.

They are all a pair of "not that I can't be beautiful, but I am just selective and smart."

Everlane's advertisement for the three spokesmen of Modern Oxford Oxford shoes is probably the same way, but it is very obvious that the word "smart" has appeared two times in two words.

Three Oxford shoes Mousika shot a 30 second short film for Modern Oxford, three people just wore these shoes, but the copywriting did not mention "Oxford shoes" three words.

Jane Moseley said that after graduating from college, she chose to take the road of "professional artists", while modeling was just helping her friends, but she was not very sure because she might be a bit strange (when she saw her flower arm).

And Kiersey Clemons recalled her first experience of acting in the performing arts for the first time, and understood the role experience. At the end, she added "ha ha" hearty laughter.

On Everlane's Instagram, the most popular is the short video of reporter Hailey Benton Gates.

Since her release two days ago, her movie has 9987 on demand.

Reelradfilms said, "this is pretty cool."

In fact, the identity of Hailey Benton Gates is not just a journalist.

After graduating from New York University in 2012, she worked as an editor in The Paris Review magazine.

Probably because of the beautiful appearance, especially the beautiful hair, Hailey Benton Gates became a model of Miu Miu and Target, and then signed the M Model Management model broker company.

In 2015, she also played Emily in the movie Ricki and the Flash. In the same year, she made a documentary A Space Program with artist Tom Sachs.

Now, her most famous social role is the investigative documentary column called States of Undress, which hosted the media Viceland of Vice in February, mainly discussing gender and race issues.

In the 30 seconds short shot, Hailey Benton Gates wore long hair with logo, Everlane striped T-shirt, nine leg wide pants and Modern Oxford Oxford shoes. Then she talked briefly about how Vice found her to make her program. It looks like a smart and understated look.

In the history of the development of shoes in Oxford, there are many people who play it handsome, but it is rare to let it become "smart".

"Well dressed" is a very easy goal to achieve. For example, if you dress a little feminine, you can win a bit.

It's not too hard to dress professionally. Tidying up the professional clothes with small details can still accomplish the task.

But "smartly dressed" or modern sense of intelligence is a concept that is not too easy to weigh, because it includes "good-looking", "not too forcefully" and "generosity", maybe a little fashion sense, and the most important thing is the self belief from the heart.

The route of Modern Oxford is similar to that of C line in the era of Phoebe Philo.