J.Crew
Project: “The New Crew” Global Rebrand
Role: Creative Strategist
Archived: J.Crew Men’s, Barbour, Good Morning America, Oilers Car & Motorcycle Club, Oxford Pennant, & Urban Stems
Challenge
My role was to humanize The New Crew rebrand through an authentic creator partnership strategy that resonated globally. This required crafting a narrative that empowered customers as style experts, adding authenticity across digital and retail experiences.
Solution
Collaborating with cross-functional teams, I led the creator partnership strategy, ensuring seamless alignment with J.Crew's vision. With over 50 partnerships between Women and Men accounts, we unified global storytelling and streamlined workflows to support the brand transformation.
Partners
Ally Miss Love
Alyssa Coscarelli, Alyssa in the City
American Tap Dance Foundation & Brooklyn United
American Tap Dance Foundation
Brooklyn United
Anna-Alexia Basile
Camille Styles
Charity: Water
Color Factory
Courtney Danielle Bryant, Curls & Culture
Erin Fong
Girls Inc.
Girls Inc., Prink Shop, & Women's March
Habitat for Humanity
Human Rights Campaign
Isa Tapia
Jaclyn Johnson & Create Cultivate
Liberty London
Liberty London
Liberty London
Melanie Turk, Haute Hijab
Micaéla Verrelien
Michael Chernow
New Balance & Justin Livingston
Nordstrom
Puno Dostres, I Love Creatives
The Reeds & Wendi Reed
Sai De Silva, Scout the City
Stage Bags
SZ Blockprints
Universal Standard
The Wing, Women in the World, Carley Roney, Glory Edim, & Zoë Buckman
Companions
Left: J.Crew Women's Instagram Reaches Two Million Followers
Two dogs with blue "2M" balloons against a peach background.
Woman in beige sweater holding a fluffy black cat and a glass of red wine.
Person smiling and hugging a Dalmatian with a red collar.
Woman in green coat and hat playing with large dog in front of a mural featuring a station wagon with a Christmas tree on the roof.
A playful black and white dog wearing a plaid scarf.
Two gray kittens sitting on stacked sweaters, partially covered with a plaid blanket.
Studio
Person wearing a striped blouse with a large bow at the back, side profile view.
J.Crew holiday catalog cover featuring a woman in a plaid dress with a large red bow, on top of a red plaid background.
A collection of colorful floral-themed earrings featuring crystal and enamel details on a green background.
Various women's block heel sandals with colorful patterns and metallic finishes on a pink background.
Assorted women's shoes with various designs, including black heels with polka dots, gemstone embellishments, and metallic finishes, arranged on a white background.
Person wearing blue and white checkered shoes and pants, partially covered by a red and white checkered fabric.
Person wearing beige pants and white sneakers with gold accents, adjusting yellow checkered socks.
Fashionable woman wearing a yellow coat, blue beret, turtleneck sweater, jeans, and white boots, sitting on a stool against a plain background.
Woman in a black velvet dress holding a floral clutch
Person posing stylishly with one foot on a tilted chair, wearing a white sweater, blue jeans, and sunglasses.
Person sitting on a stool, wearing a white lace dress, denim jacket, and slipping on black open-toe clogs, holding a hat.
Person wearing a blue and white gingham outfit, including a dress, coat, shoes, and matching bag, posing with one leg lifted.
Person wearing white sunglasses and a blue plaid jacket over a white shirt, seated at a red and white checkered tablecloth.
Person wearing a yellow gingham shirt, beige pants, yellow socks, white sneakers, and a white hat, standing on a red and white checkered blanket.
Person wearing a pink and white gingham outfit with matching shoes, holding the matching jacket in front.
A woman wearing sunglasses and a checkered coat with a raised collar, smiling against a red and white checkered background.
Smiling person wearing a blue checkered suit and black sweater against a light background.
Woman sitting on white sofa wearing a navy coat over a red top, light blue jeans, and beige loafers.
A fashionable person sitting cross-legged, wearing sunglasses, a lavender sweater over a striped shirt with a striped bow tie, dark wide-leg pants, blue socks, and blue shoes, against a pastel pink background.
Woman in a blue shirt dress leaning against a yellow ladder, wearing a leopard print belt bag.
Three models wearing striped shirts and dark pants, posing for J.Crew campaign.
Two women posing in casual outfits, wearing high-waisted wide-leg pants and button-up shirts, with sneakers on a white background.
Person wearing a yellow raincoat being splashed with water from a bottle, smiling with eyes closed.
Person wearing multiple colorful jackets
Person sitting casually on wooden floor, wearing denim shirt, white graphic t-shirt, dark pants, and white sneakers.
Woman in floral jacket and jeans sitting on stairs, wearing strappy high heels.
Person wearing a blue quilted coat, red sunglasses, jeans, and white sneakers with red accents, against a blue background
Woman wearing a light blue sweater, denim midi skirt, and burgundy high heels, holding a burgundy and black handbag.
Person wearing a denim jacket and striped shirt against a blue background.
Person wearing a denim shirt and jeans against a blue background, adjusting a denim jacket.
Woman in black blazer and jeans holding a color-blocked handbag
A person sitting on a white office chair, wearing a black and white striped shirt and black pants, with text that reads: "THE SIT-DOWN If they pinch or squeeze, size up!"
Group of people celebrating with confetti and party accessories, including a party hat and noise maker, smiling against a white background.
Group of four people wearing stylish outfits, featuring plaid patterns and a mix of formal and casual pieces. One person wears a green plaid dress with a sweater tied at the shoulders, another sports a velvet blazer with black pants, another wears a plaid shirt and jeans under a pink coat, and the last person dons a denim shirt with a plaid skirt.
Person wearing a black velvet suit and white shirt, sitting against a pink background.
Person wearing a black suit jacket holding a red gift bow near their face, with large decorative earrings, against a white background.
Lifestyle
Woman in red plaid coat and matching scarf, wearing an orange knit beanie with a pom-pom, standing in a snowy mountain setting.
Two women wearing knit sweaters and hats in a snowy mountain setting.
Four people in red outfits lounging on chairs in the snow.
Person sitting on a rug, wearing a red and black patterned sweater and blue pants, with a tan leather bag on their head, smiling.
Person wearing red shoes and holding a matching red handbag on a yellow surface.
Floral patterned ballet flats with ankle ties, worn by a person in rolled-up jeans. A teal cup and saucer with a hot beverage and a carafe are on a table, blurred in the foreground.
Person wearing orange shoes standing on a red patterned rug.
A woman in a striped dress and leather jacket leans against a red scooter on a city street, drinking iced coffee. Autumn trees and a historic building are in the background.
Woman in a light-colored suit holding a skateboard and a coffee cup, standing on a city street with buildings and trees in the background.
Woman in pink dress laughing on subway stairs
Woman wearing a leopard print hijab and black top sitting on a gray sofa near a window.
Smiling woman in a wide-brimmed hat and patterned sweater, backlit by the sun.
Woman in patterned outfit and wide-brimmed hat leaning out of car window in a desert landscape.
Woman wearing black sweater, white culottes, and black beanie stands by guardrail on roadside with ocean view in background.
Person wearing a hat overlooking sea from a cliff
Woman sitting on steps wearing pajamas and pink coat, holding poinsettia flowers.
Person in checkered pajamas and black vest walking a sheepdog on stone steps with green garlands on the railing.
White tuk-tuk vehicle filled with colorful beach inflatables and two women in swimsuits, parked on a sandy beach by the ocean.
Two women ice skating on a rink, one is sitting on a white seal-shaped skate aid. They are wearing winter coats, red hats, and plaid scarves. The background features trees adorned with white lights and a plaid banner.
Person in a cozy room with brick wall, sitting on a chair, surrounded by plants, next to a bed with a multicolored blanket.
Person sitting on a wooden floor, wearing a denim jacket over a white shirt with graphic print, dark pants, and white sneakers. They are smiling and leaning against a white wall.
Person in white suit walking outdoors by a canal with palm trees and houses in the background.
Woman in a knee-length patterned dress hailing a taxi on a city street with buildings and trees in the background.
Person in a suit riding a light blue bicycle on a city street during autumn.
Person sitting on a bed wearing a red patterned dress and denim jacket, with white sneakers. Bedroom has wooden floor and white brick walls with pictures.
Two women in red patterned swimsuits sitting on a beach, one drinking from a coconut.
Woman working on a laptop at a desk in a decorated room
Woman sitting on a couch wearing a navy coat, red turtleneck, light blue pants, and beige loafers.
Woman in a dark blue outfit standing on a city sidewalk, holding a black handbag, near a bus stop with blurred cars and trees in the background.
Woman in black and white gingham bikini with a pink checkered shirt smiling while holding a bottle on a scenic beach with greenery and boats in the background.
Smiling woman in a pink plaid swimsuit playing in the ocean with a sailboat and lush green hills in the background.
Person wearing a white dress, denim jacket, and straw hat sitting on a stool.
Fashion model poses with one foot on tipped chair, wearing a white top, blue jeans, and black loafers, against a plain backdrop.
Person in floral swimsuit holding beach ball on ocean shore
Smiling person wearing a floral bucket hat in bright sunlight.
Person holding a hat over their face, standing behind a ledge with lush green succulents and yellow flowering plants.