Go Behind the Scenes of J.Crew's 'Back to Heritage' Campaign with Lauren Hutton, Liya Kebede and More

Seven women who have covered the retailer's catalogues in years past are back together for a special, celebratory Style Guide.
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Maura Brannigan
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Seven women who have covered the retailer's catalogues in years past are back together for a special, celebratory Style Guide.
Photo: J.Crew

Photo: J.Crew

After months of slumping sales, J.Crew recently announced that it would be heading in a different direction. While a high fashion focus had previously pointed the retailer in the way of $1,250 motorcycle jackets and $795 leather jumpsuits, J.Crew is now renewing an emphasis on the so-called "heritage" products that remain the brand's bread and butter. Customers can now expect to find cashmere sweaters, tailored blazers and versatile denim at the forefront of J.Crew's inventory, as well as its marketing.

On Tuesday, the brand launches its Style Guide, a catalogue that outlines both the notably new and the timeless methodology that J.Crew will be adopting going forward. For the task, it cast seven of fashion's most prominent faces, all of whom have appeared on the cover of a J.Crew catalogue at one point in their careers: Lauren Hutton (1991), Amber Valletta (1995), Carolyn Murphy (1997), Erin Wasson (2006), Joan Smalls (2008), Liya Kebede (2009) and Andreea Diaconu (2010). 

To continue its nostalgia kick, J.Crew's aptly named "Always" campaign has also reintroduced a number of iconic pieces from the brand's past, including its very first blazer, which made its debut in the fall 1993 collection. Other styles include the belted trench coat — which J.Crew has stuck with for almost 10 years — as well as its super-soft "Tissue Turtleneck," selling since 2007. Paired with the artfully undone styling that's become such an aesthetic staple for the brand, the Style Guide looks as fresh as it does recognizable, which is exactly what J.Crew set out to accomplish with this project.

Scroll through below to see Polaroid shots, exclusive to Fashionista, that the models took themselves while on set — and check out J.Crew's just-revealed Style Guide in full at JCrew.com.

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew

Photo: J.Crew