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J.Crew is giving one of its most recognizable ’80s staples a Gen Z-sized makeover.
The retailer has tapped Emma Chamberlain to front the launch of its new Tiny Rollneck, a shrunken, fitted take on the cotton sweater that has been a brand staple since 1988. The new silhouette officially drops Wednesday, Aug. 26 at 8 a.m. ET on jcrew.com.
As its name suggests, the Tiny Rollneck tweaks the proportions of the original with a slightly cropped length and closer fit, offered in bright, graphic colors .The accompanying campaign, shot and directed by Ian Markell, places Chamberlain in a candy-colored, retro-futuristic world inspired by early-aughts fashion imagery and video-game character-selection screens. Chamberlain’s longtime stylist Jared Ellner worked with J.Crew creative director Olympia Gayot on the looks.
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