J. Crew embraces style at every age
Now, this is the kind of campaign I like. J. Crew has embraced Style At Every Age in a simple, contemporary way with a range of models including Pia Groning, 65, representing the over-50s beautifully. This isn’t the first time a brand has used a broader range of ages to advertise their product – both Gap and Eileen Fisher have done this in the past and more recently designers Céline, Dolce & Gabbana and Saint Laurent Paris have joined the fashion fray. So, I was very surprised yesterday to hear that a company I work with regularly is targeting a younger audience, when the rest of the fashion world is, thankfully, moving in the opposite direction…
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| Collection trench coat, £298, available HERE and striped pocket tee, £39.50, available HERE |
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| Dulci printed kitten heels, £228, available HERE and stretch matchstick jeans, £115, available HERE |
When magazines do this kind of age categorisation thing, I always find it a bit annoying. But J.Crew’s Jenna Lyons, 46, has the magic touch. The super-talented creative director brought Casual Glamour to the masses and has reinvented the way women dress today. Lyons explains that style is ageless, that in her 20s she wore a roll neck with shorts, and now 20 years later she just wears it differently. And there’s the rub: wardrobe essentials like the trench, stripy t-shirt, jeans and fancy kitten heels can be worn at any age. Some of the items that the 20/30/40 year-old models are wearing, I’d wear too. What J.Crew does so well is to style outfits in a fresh and exciting way that makes women at every age look modern. And that’s what we want.
Discussion (20 Comments)
It looks effortlessly stylish, as does their window in Marylebone High St – I stopped to admire yesterday.
I also look forward where they are not even pointing out that someone is "over 50" or any age. Just a woman enjoying clothes!
I hear Fran when she says looking forward to when they don't point out the age thing. However, there is the other side of the coin: some of my older friends tend to think they can't shop in certain stores because the store is for the younger crowd. So maybe it's a good way to point out there's something for everyone!!!
Agreed. I don't want to look 25 but neither do I want a pastel fleece. I am older not stupider.If that is a word…
Thank you for sharing this most inspiring campaign! Makes me want to run right out to J Crew!
I saw that "Style at Every Age" section on the J Crew website yesterday… and thought of you and TNMA. And I also thought that I would wear most of the selections on the 30+ and 40+ layouts even though I'm 50+.
We totally agree with this post, we love this! Come and meet our adventures in Paris at http://thatsnotmyage.blogspot.co.uk/
I do agree – but one bug bear that I have is the lumping together of everyone over 50. If we are allowed to be different in our 20s, 30s and 40's then why are we all the same after 50 ? I speak as someone on the cusp of my 50th birthday and in some ways i am like a person in my 40's 9had kids v late…) and in some ways probably closer to mid 60's ! But I doubt I have much in common culturally with someone in their say 70's as to me thats my mum's generation (though she looks amazing by the way).
I thought the same Suji – started writing about it but it all got a bit convoluted. I guess this is a good start though, and if Jenna's reading this: sort out some 70+ models for next time!
I keep hoping that this is a positive move but I still think that marketing is geared to the younger client. There is also fear (strong word but can't think of another) that if someone over 50 likes something then it is not appropriate or cool or fashionable enough for someone younger. No 20 year old wants to wear the same thing as their grandmother.
I so agree with the comment about looking modern. What drives me as someone pushing 70 is exactly that; to be current and relevant. Keep up the good work; your blog is the best.I've always loved J.Crew, and now I have reason to love them even more. I agree it's unfortunate that they've put all women 50+ into one big group (why not 50s, 60s, 70s, etc?) In their "Style at Every Age," curating the content is a great idea. Even better is showing older women wearing the clothes. I love to see a woman my own age modeling an outfit, but it's nearly impossible to find this on any retail website.
Kristi Whitten says:
This is lovely and the 65 year old model is beautiful; however, why are the 50s skipped over and simply put in with the 60s?
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Hurrah! Gorgeous and unpatronising – sometimes I see ads featuring older women and there is something 'novelty value' about them that annoys me. This one just looks like gorgeous women of all ages. Bring it on …