This year, they’re upping the ante.
Beginning Thursday, J.Crew will install a pop-up shop for the winner’s merchandise at its Prince Street store in New York City for 24 hours. The pop-up shop is a good way to familiarize J.Crew’s clientele with the designers and vice versa, explained Jenna Lyons, the brand’s creative director and a juror for the CFDA/Vogue Fashion Fund.
“People who didn’t know the designers learned about them and those who were fans of [the designers] were able to experience J.Crew,” Lyons told Women’s Wear Daily.
19 pieces of women’s apparel and jewelry from the winners, Dao-Yi Chow and Maxwell Osbourne of Public School, along with Marc Alary and Juan Carlos Obando will be on display in the store. The pop-up shop merchandise will also be sold in nine locations around the world, including London and Hong Kong.
“We felt like it was a good idea,” Tom Mora said, vice president of women’s design for J.Crew.
We agree! Will we see you on Thursday to shop the merchandise?