Madewell x Parachute: Behind the Design
Jessica Schramm for Parachute
We had such a good time collaborating with Madewell in 2018 we decided to do it again! This time we’ve expanded our capsule collection to include the coziest bedding, quilted slippers, an eye mask, oversized pajamas and even a dog bed. Inspired by breezy chambray and natural indigo, this collection showcases both brands’ passion for quality goods and comfort. We sat down with Madewell Head of Design, Joyce Lee, and Parachute’s Chief Creative Officer, Amy Hoban, to hear more about how they bring casual-cool to everything they make.
How has the collaboration process evolved with Madewell since our first partnership in 2018?
Amy Hoban, Parachute:Our first collaboration with Madewell was only one product, a travel kit. This time we worked together to design an entire capsule collection focused on the bedroom and all things sleep related. We dove into sheeting, duvets, accents pillows, pajamas, slippers and even a cozy dog bed.
It’s exciting to continue our partnership and dive deeper into each others’ strengths. With this collaboration we were able to explore colors, texture and fabrication together for multiple pieces.
What was the inspiration for the collection? What kind of vibe did you want to create with these pieces?
Joyce Lee, Madewell : We first collaborated with Parachute on a small travel-focused capsule collection back in 2018, which ended up being a hit with our customers. For this collection, we expanded into new categories and were inspired by vintage pieces you’d find at a flea market. With hints of breezy chambray and natural indigo throughout, each piece feels cozy, comfortable, peaceful, effortless and one-of-a-kind.
Can you share what the design process is like when working with another brand? How do you share responsibilities for bringing a collection to life?
Joyce:Whenever we approach a collaboration with another brand, we love to highlight what they do best, and marry it with elements of what we love at Madewell to create something new. We were excited to build out the range of offerings and incorporate the fabrics and aesthetic of Parachute into fun products and accessories we know our customers will love.
Amy :We are fans of each other and worked to highlight the strengths of each brand. Parachute is known for super comfy bedding and Madewell for denim and fashionable clothing. The collection is a pairing of both sensibilities. Equal parts comfy, cozy, denim and fashion.
What does a Madewell x Parachute home look like to you?
Amy: Like the girl who always looks cool and stylish but doesn’t try too hard! It is effortless and easy and livable.
Joyce: A Madewell x Parachute home is made up of effortless essentials that evoke a casual-cool essence in every piece. We always love capturing the spirit of both brands when working on a collaboration, and have always admired Parachute’s use of elevated fabrics and a neutral palette. From there, we brought in elements of indigo, texture and classic stripes to give it that Madewell touch.
We don't like to play favorites, but what is your must-have from the collaboration?
Amy:Hmmm, tough choice. I think the denim dog bed is just too fun to pass up!
Joyce:It’s honestly too hard to choose but I’m obsessed with the Stitch Duvet, Sleep Mask, Slippers and everything that is quilted!