J. Crew is bringing their Rollneck sweater to a new, younger generation. The Gap-owned brand is celebrating 40 years of their iconic silhouette with a new campaign, out today, starring a lineup of today’s hottest Gen Z stars.
In the retro, preppy and sports-minded imagery, Benito Skinner, Molly Gordon, Maggie Rogers, Dominic Sessa, Lukita Maxwell, Rome Flynn and Taylour Paige-Angulo wear navy, red and grey versions of the knitted sweater, styled alongside denim jeans, khaki pleated skirts and baseball hats. This fall, the sweater will return in 27 colors and patterns available in men’s, women’s and crewcut fits. You can shop a few of the new colors already at jcrew.com.
“The Rollneck is an icon of our brand: it’s a timeless piece that represents classic American style, but is diverse enough to be worn and styled in so many different ways” Julia Collier, CMO of J.Crew, said in a statement. “We wanted to celebrate that through this cast of characters who individually represent the many facets of our heritage: classic, prep, country, collegiate, and are redefining what those things mean to a new generation of Americans.”
The Gen Z-targeted campaign marks the latest strategic shift J. Crew has made to embed the brand more deeply in pop culture while remaining true to their heritage. Under CEO Libby Wadle and creative director Olympia Gayot, it has revived its classic Americana and preppy style through capsules with entities like The New Yorker (for its 100th anniversary), U.S Olympic teams and FX’s “The Bear.”
Shop the pieces featured in the campaign below: