What's not to love about J.Crew, Jenna Lyons, and Italy?
J.Crew premiered the first of their new behind-the-scenes set-in-Italy mini-documentary series on their site yesterday. The first video in the series, called "About a Shoe," follows creative director and president Jenna Lyons and VP of women's design Marissa Webb as they visit the factories in Florence that create J.Crew's shoes, ensuring that Webb's sketches become the shoes she envisioned. "It seems like magic but in the end you realize it's totally human," says Lyons with wonder, in the factory in Florence. "It's so cool."
The three minute vid does a great job of conveying the craftsmanship that goes into J.Crew's products. But more compelling is the charming look at the J.Crew family--after squealing with delight when one of her shoes is finished, Webb puts them on immediately during dinner, and uses the length of the crowded restaurant as a catwalk to give them a spin. J.Crew hired none other than fashion documentarian Douglas Keeve--he also made Unzipped and Seamless--to produce their three-part series. The second installment, "About a Thread Count," follows Lyons, Webb and VP of men's design Frank Muytjens as they tour the Crespi and Thomas Mason factories in Italy where J.Crew's men's suiting and shirts are made, and will launch in late February, Stylelist is reporting. The third, "About a Print," follow the (J.)crew as they visit the Italian factories the brand uses to create prints, and premieres in March.