Brandon Babenzien, known for his experiments in street style, will become the creative director of J.Crew.
The J.Crew brand offers customers a variety of traditional, preppy, elegant, and classic clothing. However, fans of the brand, which is currently experiencing significant difficulties, may very soon see an update in the style of clothes offered by J.Crew.
The company announced that Brandon Babenzien had been appointed as the brand's creative director, who will focus on updating the style of J.Crew menswear. Babenzien is co-owner of New York-based menswear brand Noah and is best known in the fashion world for previously serving as design director for Supreme streetwear brand, known for its style rooted in the skateboarding subculture.
The J.Crew brand is currently on the brink of survival, with the company even filing for bankruptcy in May 2020 after a long period of financial difficulties. In September 2020, the company was able to emerge from bankruptcy proceedings with a significant reorganization. The brand's main problems are a slow response to changes in customer behavior and reliance on classic collections, while customers are massively switching to street styles in clothing. The company's management has also been criticized for failing to reorient itself to accommodate shoppers' shift to the online sphere and offer them more modern shopping models.
The new appointment help company to intend the completely new direction of J.Crew's design development, push the brand to go beyond its usual framework. Also, it helps the brand "shake things up" and regain the favor of customers. Most likely, we are talking about the survival of the brand. We can expect that Babenzien, known for his success in street and youth fashion, will completely change the brand's face and offer the fans something completely new and modern. The first J.Crew menswear collection, created by a new creative director, will appear in stores in the second half of 2022.
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