Emma Chamberlain Fronts J.Crew’s Fall Campaign With a “Tiny” Take on Its Heritage Rollneck Sweater
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J.Crew is giving one of its longtime wardrobe staples a fresh perspective for fall, with Emma Chamberlain (who founded Chamberlain Coffee at the ripe age of 18) leading the charge.
The retailer has tapped the Gen Z fashion fixture to front its latest campaign, which introduces the Tiny Rollneck, a shrunken take on the cotton sweater J.Crew first introduced in 1988. The new style just dropped on J.Crew.com, featuring a slightly cropped length and closer fit, swapping the roomier proportions of the original for a silhouette that feels more in line with today’s fitted fall dressing.
J.Crew Tiny Rollneck in Stripe
Available in a Vintage Red Stripe or Navy Faded Lilac.
The Tiny Rollneck comes in bright, graphic colors, adding a more playful take to one of J.Crew’s signature preppy staples. The accompanying campaign, shot and directed by Ian Markell, puts Chamberlain in a candy-colored, retro-futuristic setting inspired by early-aughts fashion imagery and video-game character-selection screens. Her longtime stylist, Jared Ellner, worked with J.Crew creative director Olympia Gayot on the looks.
The YouTuber, podcaster and fashion fixture has become a familiar face at fashion month and the Met Gala, further cementing her place in the fashion and entertainment worlds. Her Gen Z influence has helped make her one of the most recognizable style voices of her generation.
The campaign also leans into the return of collegiate-inspired dressing, styling the Tiny Rollneck with pleated skirts, tailored trousers, loafers, argyle socks and slim rectangular glasses. The overall effect is part ’90s prep, part early-aughts nostalgia, with a distinctly more modern design.
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J.Crew Tiny Rollneck
Made from 100 percent cotton and comes in six colorways.
The Tiny Rollneck is the latest chapter in J.Crew’s ongoing Rollneck revival. The original sweater debuted in the brand’s 1988 catalog and was known for its heavyweight cotton knit, raglan sleeves and loosely curled neckline.
Last fall, the retailer launched its “Next Rollneck Generation” campaign, featuring Benito Skinner, Molly Gordon, Maggie Rogers, Dominic Sessa, Lukita Maxwell, Rome Flynn and Taylour Paige-Angulo in new and archival-inspired versions of the sweater.
J.Crew continued reworking the style this spring with “Rollneck Remix,” a New York Fashion Week project that invited Buci, Collina Strada, Eckhaus Latta, Patrick Taylor and Tanner Fletcher to reinterpret the sweater through lace, colorblocking, unconventional knit techniques and nautical details.
Now, J.Crew is making the Rollneck smaller (and cuter) for fall. The Tiny Rollneck launched Aug. 26 on J.Crew.com, just in time to infuse the season’s preppy wardrobe with a little of the social media star’s signature whimsy.
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