Inside the C-Suite: Anthropologie launches Maeve as a new brand using influencers, TikTok and (of course) Substack

Anthropologie’s in-house label Maeve is being spun off into its own, standalone brand. How does a marketing team handle that in 2025?

By creating new social channels (find Maeve on Instagram and TikTok), investing in CTV, OOH and influencer marketing and writing a Substack (penned by the marketing team and external writers) — before a storefront opens in October in Raleigh, North Carolina.

Maeve, an in-house brand to Anthropologie and under its parent company URBN (which includes Urban Outfitters and Free People), joins brands already on Substack as company execs see it as the new approach into editorial — like the media industry itself — with journalists and creators moving to the platform to stabilize their business models.

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