It seems that more and more, brands and celebrities are foregoing traditional press rollouts to break news, opting to do it on their own terms over social media. (Just last week, Nicki Minaj debuted her KMart line over Instagram and last month H&M offered up a first look at its Isabel Marant collab over Twitter.) Today, J.Crew has unveiled its beloved September catalogue–in J.Crew speak, it’s called a “style guide”–on Pinterest.
“Just for our friends on Pinterest, an exclusive first look at our September Style Guide,” reads the message atop J.Crew’s board. Pinners can also pre-order the collection before it becomes available on August 21.
It’s a smart strategy–the tactic gets press anyway (as evidenced by this post), and J.Crew fans feel more connected to the brand for reaching out to them first.
As for the style guide, some tips we’ll be stealing are: styling leather skirts with vintage Nikes, wearing heels with sweatpants (OK, probably not–but the model looks great wearing them), and nude lips. As our contributor Isabella noticed, that coral lipstick, so ubiquitous in J.Crew’s catalogues and presentations, is gone. The models look like they’re just wearing Chapstick (we’ve reached out to find out what it actually is). That’s a low maintenance routine we can get behind.
Click through for our favorite looks.