J. Crew is known for what outlets such as theGlowUp call “ironically American fashion.” The label has long been associated with unabashed preppiness; particularly of the colored jeans, oxford shoe, and golden-retriever-in-a-neck-scarf variety. One could say that J. Crew does a very good job at marketing this aesthetic without including the connotations of stuffiness and exclusivity that usually come with the word “preppy.”
However, J.Crew’s most recent decision has perhaps steered them toward the path of true inclusivity, as the brand will now be targeting the 68% of American women who wear size 14 and above. J.Crew will be collaborating with Universal Standard, a brand that was founded in 2015 to offer “modern essentials with a chic, downtown yet classic aesthetic” in sizes 6-32.
Alexandra Waldman, co-founder of Universal Standard, stated:
“What excited me most about this Universal Standard for J. Crew was that it heralded a new era. An era of unifying women, in terms of their style. No longer segregating them by body size.”
The brands are reportedly working together to figure out the most comfortable patterns and fits for different body types.
J. Crew’s Chief Merchandising Officer stated:
“We wanted to work with experts in the field of this collection to kick off a much larger rollout of extended sizes, new fits, and fabrications across the brand … We recognized Universal Standard’s highly technical approach and reached out to them to help create a new collection tailored for the real, diverse spectrum of the American woman.”
The upcoming collaboration will be a capsule collection composed of 36-pieces. The collection is currently available online and became available in stores on July 16th.
Waldman views the project as somewhat of a promising step in the right direction, stating:
“…every woman will have the opportunity to shop the same rack, with taster as her only filter.”
Featured Image via Flickr/Phillip Pessar