Brand Positioning and Strategy |
Art Direction |
In 2020, retail bankruptcies erupted as a result of the pandemic, and that included J.Crew. As the business rebooted itself, it brought in a refreshed brand positioning to draw in new, younger consumers while drawing inspiration from our past and giving it a new contemporary twist was of utmost importance to the brand. That’s where we came in. ‘The Art of Getting Dressed’ was our first campaign that brought to life J.Crew’s refreshed purpose and positioning. Focused on activating our consumers creativity, we invited everyone to participate in the creative renaissance by communicating that getting dressed is an inherently creative pursuit.
Our campaign featured actress Florence Pugh and actor/singer Leslie Odom Jr. ‘The Art of Getting Dressed’ shows Florence and Leslie drawing inspiration from the art in their lives to discover the day’s outfit, leaning into the idea that art inspires more art.