J.Crew presents during New York Fashion Week what you’ll be wearing in Fall / Winter 2017 and incorporates “real” people into their lookbook
“Real people casting” is nothing new – that’s for sure! But in this case, we’re making an exception and taking a closer look. This season, J.Crew has proven that it has the right touch and positively surprised us with its choice of “models.” After several reports as to the brand’s precarious position (175 employees were let go in 2015), things seem to be headed up again.
Preppy meets gleaming fashion jewelry: this principle should definitely be rewarded in the clothing market. The signature of new womenswear designer Somsack Sikhounmuong – who previously worked for 15 years at sister company Madewell – now appears to slowly be bearing fruit. We discovered a few known faces: Taylor Tomasi Hill, Julianne Moore’s daughter, Liv Freundlich, Brooklyn-based artist and baker Lexie Smith, Whoopi Goldberg’s granddaughter, comedian Sandra Bernhard, and many more that we don’t recognize (in-house co-workers included).
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Old meets new, “tweeds and tartans”. All so well-thought-out that the background stories of those who’ve taken part can be found at hello.jcrew.com and, up until now, have been cleverly chosen: Instagram super-photographer Alice Gao and Quartz contributor Jenni Avins, whose open letter to Creative Director Jenna Lyons was responsible for bringing back the label’s classic black swimsuit.
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Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.
Updates about her next professional steps can be found at https://www.linkedin.com/in/juliaknolle/.