STYLE:It looks like dressing up in your "Sunday best" might be making a comeback, gloves and all. The US clothing chain, J Crew, is basking in the limelight of the best endorsement possible – from the entire Obama clan, writes Deirdre McQuillan
‘PREPPY BUT WITH more colour and zing” is how one commentator describes the middle market US high street clothes chain J Crew, now basking in the limelight of endorsement from America’s first family. Inauguration day saw President Obama sporting a J Crew white bow tie with his tuxedo, Michelle Obama wearing those sage green gloves (lined with cashmere) and, of course, the super-cute Malia and Sasha in their colourful “crewcut” coats.
Overnight J Crew’s share price soared by 10 per cent and such was the volume of traffic on its website that it crashed – initially on the page featuring women’s gloves, then the womenswear section went down, followed by the entire website.
Famous for its breezy, affordable clothes, J Crew’s 218 shops are a familiar shopping mall presence all over the US. Click on their website to see their colourful shirts, skirts, jeans and ultra appealing children’s clothes with their playful patterns, giraffe print jackets and “twinkle” ballet flats.
Last October, Michelle Obama revealed on The Tonight Show with Jay Leno that her three-piece outfit – yellow skirt, tank top and cardigan – were all from J Crew online, which must have appealed to millions watching. Coming at a time when Republican vice presidential contender Sarah Palin was criticised for spending $150,000 on her campaign wardrobe, the contrast could not have been sharper.
Last November, the company said it had been approached by members of Obama’s team to submit possible designs for the inauguration – the coats for Malia and Sasha worn on the big day were specially designed and made in New York. They came with little notes tucked into their pockets from the designers, saying: “We love you guys.” However, exact replicas will not be produced, according to creative director Jenna Lyons, who said that highlights from the inaugural outfits may appear later this autumn. Most importantly, in an era when the practise of celebrity endorsement is widespread, the Obamas pay for their clothing, setting welcome new standards at every level.
Mail order has always had a secure foothold in the US with a history going back to Benjamin Franklin’s first catalogue in l744, selling scientific books. Sears catalogues became famous in the 1890s, initially offering watches and jewellery. LL Bean was founded in l912 by a hunter and claims to have stayed open 24 hours a day since l951, with the exception of three days.
More recently, Lands’ End, founded in l963, continues to offer practical everyday wear at reasonable prices. But it is J Crew’s exposure when worn by the most high profile family in the world that has put their name firmly on the fashion map and given the company – and the US clothing industry – a boost when it was needed most.