J.Crew’s ’80s Rollneck Gets a New-Gen Remix, Courtesy of Emma Chamberlain
The Gen Z star fronts the retailer’s latest campaign for its new cropped, fitted take on the classic (and affordable) fall sweater.
J.Crew has enlisted Emma Chamberlain to revamp its iconic Tiny Rollneck sweater, originally introduced in 1988. The retailer unveiled the refreshed version on August 26, introducing the sweater to a new generation with a smaller, cropped silhouette and bold graphic colors. Chamberlain, known for her Gen Z energy, stars in the campaign, donning the sweater against a candy-colored, retro-futuristic backdrop.
This isn't J.Crew's first attempt to bring the Rollneck back to younger audiences; previous campaigns featuring Maggie Rogers, Molly Gordon, Dominic Sessa, and Benito Skinner, as well as a "Rollneck Remix" project with five independent designers, have attempted to reinvent the classic. The Tiny Rollneck comes in various colors, including Rugby Stripe, Mazie Blue, Faded Lilac, Ivory, and Stripe, each priced at $98, with the Rugby Stripe model at $118.
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