J.Crew Taps 4-Year-Old Girl's Creativity for Its New Collection
Fashion is often about courting a youthful customer and clearly J.Crew is taking that notion very seriously. The retailer has tapped fashion blogger Fashion by Mayhem (best known for her viral recreations of famous celeb fashion ensembles out of construction paper) to work on a nine-piece children's collection, which will be available later this spring. Did we mention she is 4 years old?
Mayhem (pictured above) visited the J.Crew offices six months ago, where she joined Jenna Lyons, president and creative director of J.Crew, and Jenny Cooper, head designer for Crewcuts (J.Crew's brand for children), to create the pieces—which are all under $100. Cooper spoke out about the collaboration: "When we met with Mayhem for the first time we were really curious to see how she would work and were amazed to watch this barely 4-year-old girl start meticulously folding the pleats on a skirt and placing stones very specifically and carefully on a top she had just fashioned around herself. She has such an inventive and creative personality that really resonated with us. It was great to have a truly creative child be at the heart of the design process."
Lyons isn't the first designer to turn to a child for a collaboration. Angelina Jolie made headlines earlier this year, not just for finally marrying long-time love Brad Pitt, but for having her six children's drawings be incorporated into her stunning Atelier Versace dress. Jolie and Pitt are often seen sporting their children's artwork, so why wouldn't they do it on such an important day?
A number of iconic designers have created children's lines for major brands like Diane von Furstenberg for Gap Kids, Missoni for Bugaboo, and Jason Wu for Target. But will we start to see more children's own creations influencing designers like this one in the future? Katie Holmes says she often turns to her daughter Suri for fashion advice and has always commended her detailed eye. It could be a very colorful, doodle-filled spring.