J.Crew has launched its fall campaign featuring Emma Chamberlain and a new take on its classic Rollneck sweater. The campaign introduces the “Tiny Rollneck,” a shrunken and cropped version of the 1988 original, in bright colors and a retro-futuristic aesthetic.
Chamberlain, the 18-year-old founder of Chamberlain Coffee, leads the campaign, which was shot by Ian Markell. Her stylist, Jared Ellner, collaborated with J.Crew creative director Olympia Gayot on the looks. The campaign’s visuals draw inspiration from early-aughts fashion and video game character selection screens.
The Tiny Rollneck is made from 100 percent cotton and is available in six colorways. It’s part of J.Crew’s ongoing effort to revitalize the Rollneck sweater, following last fall’s “Next Rollneck Generation” campaign with Benito Skinner, Molly Gordon, Maggie Rogers, Dominic Sessa, Lukita Maxwell, Rome Flynn and Taylour Paige-Angulo, and this spring’s “Rollneck Remix” project with several designers.
The new sweater is styled with collegiate-inspired pieces like pleated skirts, tailored trousers, loafers, argyle socks, and slim rectangular glasses, blending ‘90s prep with early-aughts nostalgia. The Tiny Rollneck launched on J.Crew.com on August 26.
Read the original coverage
💬 Comments
📜 Comment Policy