fashion is inspired by culture.
Culture is inspired by fashion.

J.Crew is an iconic 90s brand, once popular for their New England, tailored-casual pieces. 

Upon release of their extended denim collection, they wanted to establish awareness amongst new and lapsed consumers.

We used this launch to strategically move the needle forward for J.Crew as a brand. Shifting perception from elitist to accepting, J.Crew’s denim collection celebrates the limitless nature of style.

J.Crew denim is meant to fit into YOUR world. No matter your age, background, culture, or body type…jeans have always been both a universal AND highly personalized garment. And that rules. Because your style should reflect you, and your culture.

We selected four influencers who represent various American cities, backgrounds, and creative perspectives. Diptych-style content illustrates the symbiotic relationship between fashion and culture. One influences the other, and so on and so forth. 

Each influencer was asked to pick a key color to work with, allowing them to both customize and differentiate their work. Three visual approaches (imitation, connection, and coexistence) echo the overarching concept. 

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Project: Brand Development, Campaign Content
Role: Creative Director
Skills: Branding, Creative Direction, Art Direction, Photo Direction, Design
Collaborators: Jesse Marbles, Alina Tsvor, Sierra Prescott, and Jen Wonders (Photography + Video)