J.Crew: capsule collection by 4-year-old designer soon to be released

By

Anne-Sophie Savenier

Published
Dec 12, 2014

Talent isn’t measured in years... J.Crew, which announced the opening of two stores in Paris this spring, certainly seems to agree. The American brand has asked designer Mayhem to put together a collection. Mayhem is 4 years old. 

Far from being a complete unknown, many who have visited the little girl from Ohio’s blog have already fallen for her paper reproductions of dresses worn by celebrities at high-profile events like the Oscars.

And so J.Crew has decided to enlist the young creative talent. Mayhem, meanwhile, has stuck to the materials that first made her famous.

As with all her previous designs, she created dresses using construction paper, paper, glue and scissors (with the help of her mother). The brand's studio teams, meanwhile, helped to make them into a collection ready for stores. 

For the American brand, which has adhered to the principle "who better than a child to find out what kids want," it’s a bold move in terms of design, but undoubtedly a good one in terms of marketing... 

Dresses, t-shirts, scarves and necklaces, the collection will soon be in stores.

J.Crew was founded in 1983 and opened its first store in New York in 1989. As of the close of its first half, ending on September 4, the company had 271 retail stores worldwide and 131 factory outlets. For its first quarter, J.Crew recorded a 9% sales increase, or 1% on a comparable basis, at 976 million euros.