Anthropologie is having a moment.
In addition to seeing nearly eight percent sales growth in 2024, the Urban Outfitters-owned retailer has been expanding its retail footprint in the US, including a return to a key brick-and-mortar location in New York’s Soho. It has also spun its Maeve subbrand into its own freestanding label, a launch which includes a new store set to open in Raleigh, North Carolina in October.
As the brand continues to grow, it is also flexing its marketing muscle. Best known for its feminine, bohemian take on apparel, this week, the retailer is rolling out its most high-profile celebrity campaign to date, which will be shared across its social media channels, on email and in out-of-home ads — as well as further amplified by a cast of influencers.
Starring the actress Camila Mendes, who rose to fame on “Riverdale” and is set to appear in Mattel’s “Masters of the Universe” film next year, the campaign shows her in several scenes throughout London, from dancing in her bedroom in a sequinned dress to hailing a cab in a fluffy faux fur jacket. According to Barbra Sainsurin, the retailer’s new chief marketing officer, it’s designed to reflect the many “characters” a woman can play throughout the day, whether she is running errands or attending a glitzy event.
Mendes felt like the right fit for the campaign given her “subtly playful sense of style,” she said. “As an actor, I can be somewhat of a chameleon when it comes to how I dress,” she told BoF in an email. “I like trying on different personalities.”
It’s also Sainsurin’s first major marketing moment as Anthropologie’s CMO, a position she was promoted to from global executive director of brand and digital marketing in May 2025. The Mendes campaign, she said, is a sign of where she plans to take the brand’s marketing going forward; telling more immersive, longer-form stories to build out the world of Anthropologie.
“The campaign takes kind of a cinematic rom-com approach, where we’re essentially narrating what a day in the life of a modern fashion customer would look like,” said Sainsurin.
While the brand rolled out its first celebrity campaign in 2023, starring “Vampire Diaries” actress Phoebe Tonkin, the Mendes campaign not only features a star with a bigger presence in today’s zeitgeist, but also marks a step in incorporating more famous faces throughout the brand’s channels, including less splashy marketing efforts. The first-ever interview featured in Maeve’s Substack newsletter “& one more thing,” launched in July, for instance, was a sit-down with “Saturday Night Live” comedian Chloe Fineman.
“What we’ve learned is that when we partner with culturally relevant voices, it helps to amplify both our reach and engagement,” said Sainsurin. “Camila was the perfect partner because she reflects who we are as a brand, but more importantly, where we want to go. She has this amazing appeal with Gen-Z and Millennial women.”
Longer-Form Storytelling
As Anthropologie shakes up its marketing approach to broaden its reach, it is also experimenting with new channels to enhance its long-form storytelling abilities. For instance, it plans to test additional formats like print and linear TV, in addition to new media channels like Maeve’s Substack.
“We’re going big on storytelling platforms like YouTube and Substack,” said Sainsurin. “Immersive, rich content that builds these deeper connections have risen in importance for the customer … so we’ve prioritised these platforms.”
It’s all a part of getting people to think about Anthropologie as a true fashion destination that can dress them from day to night, she added. To that end, the campaign is highlighting product categories Anthropologie sees the most potential for growth in, including jackets, denim in new silhouettes and shoes.
“We’re not only the brand that you can come to when you have a specific occasion, but we offer such a wide range that you could come to us for, yes, those occasions, but also just for living every day and running those everyday errands,” said Sainsurin.