A rollneck sweater divided the internet, and J. Crew’s OK with that

J. Crew’s CMO, Julia Collier, talks to Fast Company exclusively on the Tiny Rollneck strategy—and controversy.

Last week, J. Crew launched a new iteration of a core product, the rollneck sweater. Emma Chamberlain, the 25-year-old influencer, podcaster, and founder of Chamberlain Coffee, modeled the sweater with Gen Z-coded styling. The campaign quickly became a cultural flashpoint, dividing comment sections and spawning a cycle of organic content that included speculative hot take posts on crop tops, Gen Z pandering, and the state of J. Crew’s business. 

The J. Crew sweater might’ve taken........

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