Behind the models in epic locations, we founded a new avenue of storytelling for J.Crew. The goal: get more real. Shine a light on the interior world, the people and places that made J.Crew’s design POV one of a kind. And equally, to look out into the everyday world, reporting back on personal style and the way that J.Crew is worn in everyday life.

2011 - 2018

J.Crew Editorial

CONTENT MARKETING
EDITORIAL NARRATIVE

Editorial Strategy

ABOUT
A content strategy and destination designed to reflect the cultural world around the clothes designed.

CONTENT STRATEGY
The content strategy for this platform was built around customer education, inspiration and real-world culture. Stories ran the gamut from clothing design, materials sourcing, the craft of manufacture, to culture, cooking, music and art.

PLATFORM CREATION
The editorial site for J.Crew could stand alone as a magazine blog, but was also built to store content in a flexible format that could be called up and franchised to alternative locations, brought up in store while browsing perhaps via signs and hangtags using QR codes.

EMERGENCE OF INSTAGRAM
Around the same time, we launched the brand on the new(ish) platform, a glove-like fit for the kind of editorial content we were generating and best-hearted there.