Introduction to A Very Laufey Day
The whole country may not be determined to celebrate it, but there will be factions of music fandom that will search for the national holiday on August 24th – A Very Laufey Day. This day is in honor of the singer, whose turn on nostalgic styles made her an unlikely Gen Z icon. It will be the third year for A Very Laufey Day, with an increase in engagement a safe bet, since the 26-year-old jazz pop singer will publish her third album "A Matter of Time" two days earlier.
What is A Very Laufey Day?
A Very Laufey Day can be likened to a national scavenger hunt. Full participation on this day means following a checklist of activities proposed by the singer. The keyword here is "recommended," as participants can choose which activities they want to do. According to Bianca Bhagat, General Manager of Laufey’s label, Awal, "It’s like a scavenger hunt – but more relaxed. You can enjoy it in your free time. You can choose which activities you want to do. We don’t put anyone in competition."
Highlights of the Day
The highlight of A Very Laufey Day in 2025 will be a 40-minute solo performance in an outdoor location in Los Angeles, which will be revealed live worldwide on the day of the event in collaboration with TikTok. This performance is one of several that Laufey will make throughout the album’s release in LA, including a Grammy museum show and a club show for YouTube.
Community Building
The proposed activities before the concert are designed to promote and expand the structure of the community. Laufey asks her followers to consider taking part in one or all seven stops that she has selected: a matcha stop, a frozen yogurt stop, a thrift shop stop, a clocktower/carousel stop, an indie bookstore or library stop, a photobooth/photo filter stop, and finally a stop sign stop. Some of these stops do not have branding partners, while others do.
The Birth of A Very Laufey Day
A Very Laufey Day was born from an idea that Laufey had three years ago. The goal was to find a way to combine her community and celebrate moments, bringing people together. Laufey’s favorite activity on A Very Laufey Day is seeing many people take part in addition to their friends and family and perform all the funny activities and activations together.
The Role of the Creative Director
The creative director, Junia Lin, is a main force behind the annual event. According to Lin, "Whether there is a record release or not, it’s just something that really gets together and feels the fans, as we call the fans of Laufey." Lin continues, "I think personally, for myself, as a creative director, I really love to see that people come together in their creativity and dress in what we call ‘Laufey style’."
The Laufey Style
The Laufey style is all about dressing in a way that feels romantic and nostalgic. Lin says, "On a very fundamental level, we see many hair arches, especially in white, and many white dresses and long white skirts. This is on a direct level. And on a kind of theoretical level, I think that A Very Laufey Day or a concert gives you the opportunity to show yourself as perhaps a bit more susceptible version of yourself."
Balancing Merch and Free Activities
The organizers try to strike a balance between elements where merch or products could come into play and the best things in Laufey that are free. According to Lin, "It is definitely a dance, because we want to offer things that are accessible both at an economic level and worldwide, because we want to celebrate as many people as possible."
Partnerships and Collaborations
There are definitely IRL components, and there are definitely branded partners and stationary mortar with which they work in markets around the world. Bhagat says, "If the people in a market where we do not necessarily have a coffee shop or a thrift shop with which we work, we have secured a Sunday." This year, they have more support for styling, and they have teamed up with economy transactions all over North America who will actually have clothing that follows the style guides that Laufey and Junia made available to them.
Unique Partnerships
One unique partnership is with public libraries. Bhagat says, "The public library piece we do is in five markets that bring the collaborative Laufey Book Club library cards onto the market, and that is in over 175 branches. I think it is a unique partnership." Another partnership is with a national chain that gives its own very berry taste for one day. Bhagat says, "Yogurtland is a transfer because we did this last year, and they told us that it was their highest sales day of the year."
The Future
The general feeling for the day is that the fans can achieve their own version of a romantic comedy, even if it is a personal ROM com. Although the potential for meet-cutes is there, with some fans organizing park meet-ups to watch the livestream or to hang out at the end of the day. Next stop after all the fan commitment: Grammy engagement, since the new album comes out just a week before the cutoff for 2026 Grammy considerations. Laufey already won the best traditional pop album Grammy with her second publication, but supporters and even objective observers find that greater category detection may be only a matter of time.
