J.Crew’s brilliant marketing has been redefining the brand since creative director Olympia Gayot took the reins. With captivating photography, innovative campaigns, and partnerships with iconic institutions like the NYC Ballet, West Minster Kennel Club, and most recently, USA Swimming, the brand has shed its "preppy mom" image to become a must-have for fashion moguls. The latest limited-edition, '90s-inspired collection with USA Swimming arrives just in time for the Paris Olympics, reinforcing what we've known all along: J.Crew is undeniably cool again.
The Mastermind Behind J.Crew’s Transformation
J.Crew was in dire need of a transformation, declaring bankruptcy in 2020 after CEO Mickey Drexler and brand president Jenna Lyons left the brand. CEO Libby Wadle took a risk and brought back former women’s wear designer Olympia Gayot, appointing her as creative director. Gayot had deep ties to J.Crew, having worked for the brand from 2010 to 2017. She approached the rebrand with her unique vision, focusing on high-quality designs that matched her distinct style.
Gayot came in strong, initiating successful marketing campaigns including collaborations with high-fashion photographers and celebrities like Florence Pugh, Julianne Moore, and Diane Keaton. Her efforts revitalized the brand, making it relevant and fashionable once again. Gayot’s designs that modernize classic J.Crew styles drastically improved the brand’s image and sales. Her personal style, documented through daily mirror selfies on her Instagram, is also reflected in her designs. Effortlessly chic, her style blends femininity with a tomboy edge.
Gayot’s commitment to enhancing J.Crew’s marketing and improving its quality and design has resonated with customers of all ages, transforming J.Crew into the beloved brand it is today. This transformation is reflected in J.Crew’s most recent campaign with USA Swimming.
Photo: Courtesy of Olympia Gayot
J Crew x USA Swim
With the 2024 Paris Olympics on the horizon, J.Crew released their limited-edition capsule collection with USA Swimming on June 4th. This collection captures the brand's coastal heritage, featuring designs inspired by vintage swimming graphics and '90s sportswear. Olympia Gayot’s creative vision seamlessly blends J.Crew’s aesthetic with the dynamic spirit of the USA Swim team, resulting in pieces that are stylish and wearable beyond the Paris Olympics.
The collection offers various apparel and accessories, including classic crewneck T-shirts, windbreakers, bucket hats, and luxurious cashmere items. Naturally, the lineup wouldn't be complete without swimwear, perfectly aligning with the theme and spirit of the collaboration.
Photo: Courtesy of J. Crew
Faces of the Campaign
To promote J.Crew x USA Swimming, J.Crew launched a campaign featuring USA swim stars and gold medalists, breaking away from the usual model lineup. The campaign showcases world champions Jay Litherland, Olivia Smoliga, Dare Rose, Rhyan White, Drew Kibler, Natalie Hinds, Leah Smith, Claire Curzan, and Kate Douglass.
Shot by renowned cinematographer and director, Shane Sigler and styled by Gabriella Marceca, the nostalgic campaign features teammates wearing the new collection while running into the ocean and playfully racing at the pool. The campaign also includes photos of swim couple Jay Litherland and Olivia Smoliga kissing underwater and at the beach, adding an extra layer of allure and evoking the essence of sweet summer love.
Photos: Courtesy of J. Crew
The Cherry on Top
Beyond the collection, J. Crew made a generous donation to the USA Swimming Foundation, the charitable branch of USA Swimming. This contribution supports the foundation’s essential work in teaching both children and adults how to swim and providing financial support to the US national team athletes.
Photos: Courtesy of J. Crew
CEO Libby Wadle expressed her enthusiasm for J. Crew’s future endeavors, stating "This summer marks a significant global heritage moment for our brand. As we look forward, we aim to authentically align with culturally important events and continue our tradition of meaningful collaborations. Partnering with USA Swimming on this campaign allows us to celebrate these amazing athletes as they journey to Paris and beyond."
By Elena Aukamp