Jenna Lyons and her "crew" are headed east.
J.Crew is set to bring its preppy American style to the Chinese masses for the first time thanks to a strategic partnership with the elite Lane Crawford department store.
Come October, select Lane Crawford stores in Hong Kong and mainland China will feature a curated selection of the retailer's Fall 2012 women's ready-to-wear and shoes, menswear, and accessory collections, marking the retail début of J.Crew in Asia.
"We always want to work with the 'best of the best,' and Lane Crawford was at the top of our fantasy list," J.Crew chairman and CEO Mickey Drexler says in a press release. "When it comes to editing and presenting collections with a creative and elevated point of view, no one does it better. We are beyond excited to partner with Lane Crawford to help introduce J.Crew to Asia."
"We are thrilled to be collaborating with J.Crew on this first-ever, unique multi-channel project," adds Lane Crawford president Andrew Keith. "J.Crew is renowned in the U.S. for bringing together an exceptional level of quality and distinctive styling. Paired together with Lane Crawford's exclusive edit, we are very excited to offer this unique experience to the Hong Kong and China markets."
The collaboration is just the latest global expansion for J.Crew, which announced plans to open a London store after launching U.K. e-commerce in 2011. It's also yet another symbol of fashion's growing interest in the Chinese market, with labels like Giorgio Armani, Louis Vuitton, and Jean Paul Gaultier staging shows in cities like Beijing and Shanghai.