dear j.crew, i'll never be your best american girl
excavating whiteness in a rollneck sweater
Hello! I’m back with a longform essay about the new J.Crew print catalog. I’ve seen lots of good business/marketing takes on the catalog, but I’m approaching the conversation from a sociological lens.
I place the print catalog in the context of J.Crew’s history: its founding vision and why its distinctive brand of lifestyle photography continues to dominate #coastalgrandmother and #quietluxury Pinterest moodboards in 2024. From there, I explore:
the assumption of whiteness central to its brand identity
how this white brand identity was cemented in the 80s/90s, and evolved during the obama era to present day
why prep style surges during periods of sociopolitical anxiety
why brands are marketing nostalgia on the precipice of a presidential election
Ultimately, I believe the new catalog plays it safe by marketing an exclusive, white American ideal.
*And yes, the title is a reference to Mitski’s song “Your Best American Girl.”
prep without the price tag
