Even the brands your mom used to wear are realizing the power of social media. After H&M, Dior, Chanel, Oscar de la Renta, and Nicki Minaj for Kmart released the first images from their ad campaigns and collections on Instagram, Facebook, and/or Twitter, J. Crew has debuted their September catalog — which they term their "style guide" — on a Pinterest board.
The clothing company, which has been lauded for their incredible styling chops and preppy-meets-streetstyle vibe, hasn't always been this active online. Their Twitter feed lay dark and abandoned for more than a year, and their CEO has said social media isn't the Holy Grail of marketing that many think it is. Until now, their catalogs — which have their own cult following — have been their main method for reaching customers; they sent out 40 million copies in 2011. But this has been a big online year for J.Crew, and giving a brand-new format to their September catalog is their biggest social media power play yet. (The physical catalog is still happening, too;a customer service rep confirms that the paper version is being shipped out today.)
But enough about business tactics — let's talk about the clothes, which are so perfectly styled and joyous that we can't wait to get dressed for fall.
It looks like light gray and pale pink will be the colors du jour this fall, a combination that feels both seasonally appropriate and light enough to stave off the dreaded lack-of-sunlight blues. The shoes are elegant, single-soled stilettos, snazzy loafers, or chunkier floral platforms with embellished heels; many of the models are also pairing vintage Nike kicks with their dressier looks.
The entire collection is tinged with androgyny: Offerings like a fatigue jacket in cameo, a bejeweled baseball cap, a varsity jacket, and some boxy sweaters will make you look like you've gone back in time to raid the closet of your imaginary high school boyfriend who turns out to be way cooler than you remembered. And it's all topped off with smooth nude lips, not-there eye makeup, and seriously wind-swept updos.
Overall, J. Crew's stylists have hit the perfect note for for fall: a mix of back-to-school, back-to-work, and sunny, leaves-are-turning glee.