J. Crew made you want that rollneck sweater

"Over the past two weeks, Collier, J. Crew's chief marketing officer, has directly influenced your shopping habits. The "next rollneck generation" campaign is her brainchild. It first rolled out September 16 and has since wormed its way into our brains with a compelling cast of seven including actor Benito Skinner, actress Molly Gordon, and singer Maggie Rogers, all in the brand's rollneck sweaters, which range in price from $98 to $118."

"It's Collier's first major J. Crew campaign since joining the company as CMO in January following a five-year run as Skims's senior vice president of brand marketing. A few of her past hits: cinematic Skims campaigns with the North Face, ultimate brat Charli XCX, a powerful Team USA, Lana Del Rey for Valentine's Day, and dreamy Nicola Coughlan shot by Elizaveta Porodina."

"Now, "the next rollneck generation" gives a core J. Crew product that's been around for more than 30 years new life. Collier produced the campaign with hyper-specific talent and elevated creative choices, including a very specific vintage lacrosse stick prop and real film for that authentic grainy effect. It shows that to breakthrough in hyper-content-saturated online spaces like TikTok, brand marketing needs to become brandtainment."

Julia Collier, J. Crew's chief marketing officer, launched the "next rollneck generation" campaign on September 16 to spotlight the brand's rollneck sweaters. The campaign features seven talents including Benito Skinner, Molly Gordon, and Maggie Rogers, showcasing rollnecks priced $98–$118. Collier moved from Skims, where she produced cinematic collaborations and notable creative campaigns. The campaign revitalizes a core J. Crew product over 30 years old through hyper-specific talent choices and elevated creative touches like a vintage lacrosse stick prop and real film for grainy authenticity. The approach positions brand marketing as entertainment to break through saturated social platforms.

Read at Fast Company