'They don't ask for discounts. It's pretty unbelievable': Jenna Lyons on Michelle Obama's love of J Crew
Michelle Obama may be a loyal fan of J Crew but The First Lady doesn't expect or get anything for free, according to president of the label, Jenna Lyons.
The stylish wife of the U.S. president has often been snapped in the ubiquitous mainstream brand and with no solicitation from the J Crew team either.
Ms Lyons is of course thrilled that such a fashion icon like Mrs Obama has become a champion of her brand, not only because of the increase in business but because of the relationship between brand and consumer it encourages.
Michelle Obama has often been snapped in the ubiquitous mainstream brand but according to Jenna Lyons never asks for or receives discounts
Speaking to ABC News, the company's creative director explained: 'The fact that they owned a sweater that Michelle wore. For a lot of people, it’s been an incredible point of connection, a way for them to connect to her through us.'
At New York Fashion Week the J Crew chief gushed about the Obama family's lack of entitlement. 'They go to our website and they purchase just like anybody else,' Ms Lyons said.
Michelle Obama appeared on Jay Leno in 2008 and confessed that her entire outfit was J Crew. Stocks in the company shot up 8.2 per cent
Michelle Obama wore J Crew on another television appearance. Her endorsement of the brand has been called 'a gift' by Ms Lyons
'She acts like a customer and she has a stylist who helps her, but she doesn’t call in any special favors.
'They don’t ask for any discounts. It’s pretty unbelievable. … She still continues to wear the product without any help from us.'
For the all-American fashion house,
Mrs Obama's patronage is their greatest endorsement or as Ms Lyons
described it: 'The most incredible gift that keeps on giving.'
J. Crew Creative Director Jenna Lyons at the Fall 2012 Presentation yesterday
In 2008 after she revealed that her entire outfit was bought from J Crew during an appearance on Jay Leno, the company's stocks rose 8.2 per cent. In 2011 Business Insider claimed that this confession contributed to one of the most successful re-branding campaigns ever seen.
Jenna Lyons couldn't be happier to have such a respected figure and inspirational fashionista as a fan of the J Crew collections.
But despite the high demand of the product and the spotlight she now finds herself under, she hasn't forgotten the value of quality.
Recently she was asked to dress someone for the Academy Awards. 'When are the Oscars Two weeks No way,' she recalls telling the caller. 'We can’t turn samples and make really good-quality clothes on such a tight timeline.
'I certainly love the idea but we’re not set up that way. If someone wants to wear a feathered skirt and a cashmere sweatshirt, then sure.'
J Crew's show yesterday paid tribute to Ms Lyons' own signature style with flashes of neon and a signature mish-mash of sequins, tweeds and silks.
The brand is set to collaborate with Manolo Blahnik next season on a collection of footwear.