The last installment of J.Crew's documentary, on their trip to Italy has finally been released. This time, it is all "About A Print". Jenna Lyons and her team travel to Como where highly esteemed mills Ratti and Canepa are located. With archives reaching back to the 19th century, we get a glimpse of fabrics that could easily be taken as ones created today. Nobody really does print and colour like the Italians.
More importantly, nobody does mainstream fashion like J.Crew. Rather than go with the fast fashion craze that is striking many a retailer, J.Crew has made the decision to go back to times of bespoke fashion where no detail is too small nor unimportant. This has definitely contributed to their success in an age where consumers (both female and male) have access to large amounts of information and they are becoming smarter about what they buy. Value is slowly overcoming brand names and super-low prices; something which has mysteriously stumped many formerly successful companies. It will be interesting to see how J.Crew develops as a company and whether a new fashion empire has been born. Watch out PPR and LVMH.
Video and Images from J.Crew