EILEEN FISHER Unveils New Campaign Featuring 12 Essential Shapes and Innovative Digital Tools for a More Intentional Shopping Experience
The 12 campaign features pieces inspired by some of founder Eileen Fisher’s original designs; The Closet gives customers a new way to try on clothes virtually; the Seasonal Planner offers visibility into future product launches.
IRVINGTON, New York (April 3, 2024) – EILEEN FISHER started with four pieces of clothing in 1984. Simple shapes designed to work together – part of a larger system of dressing. The company has grown over the last 40 years and so has its impact. As fashion has gotten faster, EILEEN FISHER has slowed down, striving to make clothes even more responsibly. The brand’s approach to timeless design means fewer pieces, more wears, less stuff. And today, the brand is proud to launch a new campaign, “So Few Clothes. So Much to Wear,” featuring 12 essential shapes for spring/summer in beloved fabrics, accompanied by two new digital tools that enable more thoughtful and intentional shopping.
The 12 campaign features an assortment of timeless pieces, including shapes inspired by some of founder Eileen Fisher’s original designs. These 12 shapes—which include the Box-Top, Vest, Wide Pant, Tank, Slim Pant, Cardigan, Lantern Pant, Jacket, Shirt, Blazer, Trouser, and Tee—are the most essential of the season, providing endless options for styling and allowing customers to do more with less. Every piece is made responsibly, using organic, Regenerative Organic Certified® or bluesign® approved materials. Some are made in Fair Trade Certified™ factories that support worker well-being.
“One of the most important things we can do is simplify our lives,” notes Eileen Fisher, founder. “The most sustainable clothes we all own are the ones that spend the least amount of time in our closets. By focusing on 12 essential shapes, our intention is to identify the simplest, most versatile and relevant pieces this season – the ones we believe our customers will wear for years to come.”
In support of creating a more intentional and inclusive shopping experience, the brand is also thrilled to launch two new digital tools—The Closet and the Seasonal Planner. The Closet, built by Paris-based virtual try-on technology platform Veesual and powered by AI technology, allows customers an opportunity to try on clothes virtually. Customers can select a model whose body shape is similar to their own, play with proportion and mix and match to create different outfits. EILEEN FISHER is the first US brand to utilize this technology and is proud to be leading the industry in what is sure to be a new standard for e-commerce moving forward.
"EILEEN FISHER is committed to inclusivity, designing clothes that cater to every body shape," notes Carol Massoni, Chief Operating Officer at EILEEN FISHER. "Navigating online shopping poses challenges, particularly in predicting how garments fit diverse body types, not to mention the environmental impact of returns. Our collaboration with Veesual on this virtual try-on tool addresses these challenges head-on, and we're excited to be the pioneering US brand to introduce this innovative solution to the US market."
The Seasonal Planner is a new digital tool that enables customers to plan for the season ahead and shop with intention. Customers can now preview upcoming collections – up to three months in advance - and pre-order their styles and colors. This forward-looking access empowers customers to make more mindful shopping decisions and truly buy items they want or need.
"Providing our customers with insights into future product launches has been a cornerstone of our retail experience, something our loyal customers have cherished and depended upon," notes Lisa Williams, CEO of EILEEN FISHER. "The decision to extend this feature online, making it accessible to everyone, was a resounding yes for me. Knowledge empowers. Equipping our community with every resource to ensure a more intentional shopping experience is fundamental to our brand's mission."
The 12 Shapes landing page can be found here.
The Closet here.
Seasonal Planner here.
Press images of the 12 Shapes here.
S24 lookbook here.
About EILEEN FISHER, Inc.
EILEEN FISHER has been making a system of simple, timeless clothes for nearly 40 years. A socially conscious company, EILEEN FISHER designs its clothing to be part of a responsible lifecycle, starting with sustainable materials, then taking back its clothes to be resold (Renew) or remade into something entirely new (Waste No More). The company became a B Corp in 2016, which means it voluntarily meets high criteria for social and environmental performance, accountability and transparency. The company’s clothes are sold online at eileenfisher.com, in more than 50 EILEEN FISHER stores in North America and over 500 department and specialty stores globally. Good-as-new pieces are resold at eileenfisherrenew.com, in two EILEEN FISHER Renew stores, and select EILEEN FISHER retail stores nationwide.
Press Contact:
Jessica Davis
Head of Public Relations, EILEEN FISHER
Jessica.davis@eileenfisher.com
Lesley Langsam
Linda Gaunt Communications