The J Crew Spring Summer 13 collection made us think just one thing: can you hurry up and open a store in London, please?
Creative director Jenna Lyons – something of a style icon herself – has turned an American high street brand into a retail phenomenon. It’s the first stop on any Brit fashion editor’s trip to the US, sells out on Netaporter and is regularly worn by Mrs Obama. It’s mass market, maybe, but really? Who cares about that?
A trip to the stores – and there are many of them in America - will show you that great styling is key. There are a lot of preppy basics, the backbone of the business, but amongst that, the things with which J Crew has more recently become synonymous: vibrant colour and vintage-inspired print, tossed together with a clever insouciance.
All of that was on show here. There were stand-out pieces – a blush pink textured skirt with couture volume, paint splattered boyfriend jeans, cigarette pants in rich green brocade, a grey sweater with Darling sewn in pink across its front – but the overwhelming impression was just of lust.
Surely London is the next step? Go on, Jenna - we're asking nicely.