Brendon Babenzien, known for his street style experiments, will be the creative director of J.Crew.
The J.Crew brand offers customers quite traditional preppy style clothes, elegant and classic. However, fans of the brand, which is currently experiencing significant difficulties, may soon see an update in the style of clothing offered by J.Crew.
The company announced that Brendon Babenzien has been named creative director of the brand and will oversee J.Crew's menswear style update. Babenzien is the co-owner of New York-based menswear brand Noah and is best known in the fashion world for having previously served as director of design for the streetwear brand. Supreme, known for its street style, rooted in the skateboarding subculture.
The J.Crew brand is currently on the brink of survival, in May 2020 the company even filed for bankruptcy after a long period of financial difficulties. In September 2020, the company managed to get out of the bankruptcy proceedings, having carried out a significant reorganization. The main problems of the brand are the slow reaction to the change in consumer behavior, as well as the bet on classic collections, while buyers are massively switching to street style clothing. Also, the company's management is criticized for not being able to shift in time to the transition of customers to the online sphere and offer them more modern models of shopping.
The new appointment is intended to completely redefine J.Crew's design direction, push the brand to go beyond the usual limits, and also help the brand to "shake up" and regain the favor of customers. Most likely, we are talking about the survival of the brand in general. Known for his success in street and youth fashion, you can expect Babenzien to completely change the face of the brand and offer brand fans something completely new and modern. The first J.Crew menswear collections, created with the participation of the new creative director, will hit stores in the second half of 2022.