J.Crew's recent growing pains have been well-documented: Last April, unofficial face of the brand Jenna Lyons stepped down from her official roles of creative director and president; in June, longtime CEO Mickey Drexler did the same, as did chief design officer Somsack Sikhounmuong a few months later. And while there has been no shortage of bad news like store closures and sinking sales, the retailer is making moves to turn itself around. In June, it was reported that J.Crew was set to get a whole bunch of cash — $566.5 million, to be exact — through an exchange offer with bondholders, and in November, it drummed up some much-needed buzz surrounding the casting of seven "real people" in its holiday gift guide.
But perhaps most promising of all is its recent ventures into new categories, like the January launch of a lower-priced, millennial-aimed swimwear line, J.Crew Playa. The line seems indicative of J.Crew's new direction, which has some synergies with its more-successful sister-brand Madewell.
On Tuesday, J.Crew announced its latest launch, which is a completely new category for the brand: intimates. Unlike J.Crew Playa, which is technically a separate line housed under the J.Crew umbrella, Intimates by J.Crew is a collection of underwire bras, on-trend bralettes and underwear styles for the J.Crew brand. And they're very cute, if similar to the many easy, pretty intimate brands operating in the space right now. The line comes in five different fabrics, from point d'esprit (a dotted mesh) to plush cottons, and in fun colorways like punchy pinks and subtle animal prints.
The collection, priced $12.50-$36, is now available in stores and on J.Crew.com, with not-exactly-inclusive sizing ranging from XS-XL in bottoms and 32A-36D in bras. (According to a 2013 study, the average American bra size is 34DD.)
Madewell launched its own line of intimates in February of 2017 with similarly dainty styles. If it's working for Madewell — and with the extremely positive sales figures Madewell is delivering, it must be — why wouldn't J.Crew adopt it, too?
See the full Intimates by J.Crew range below.