![]() It chronicles Lyons’s sometimes messy reëmergence, following her as she launches two separate businesses: a faux-eyelash brand called Loveseen and a bigger, all-encompassing, Goop-esque life-style company. The result of that run-in is “Stylish,” a show on HBO Max that toes the line between reality television and documentary. She admits it hasn’t been easy-she said that, after her departure from J. Crew, “no one was calling me.” It wasn’t until an accidental run-in with a television producer that she began thinking about a new future. ![]() That year, Lyons stepped down from her role at J. Crew, and tried to find her own footing. The company was struggling to adapt to the fickle consumer appetites brought on by fast fashion and Instagram. By 2017, J. Crew’s sales had been tumbling for years, even as Lyons’s star continued to rise. Of course, nothing lasts forever, particularly in fashion. New Yorker writers reflect on the year’s highs and lows. But for Lyons they represented a refreshing demonstration of authenticity that made her all the more desirable to her legions of admirers. ![]() For many public figures, these sorts of news stories would represent major public-relations hiccups. During the same year, she lit up the tabloid circuit when she left her husband for a woman. In a catalogue from 2011, she is pictured casually painting her four-year-old son’s toenails pink-an innocuous slice-of-motherhood moment that wound up becoming a subject of debate on national television. The premise of this endeavor was that customers didn’t want access only to J. Crew’s clothing they wanted access to Lyons, too.Īs the beloved, public-facing creative leader of J. Crew, Lyons’s personal life was on display more than the average retail executive’s. In 2008-when Michelle Obama wore J. Crew on the campaign trail and name-checked the label on late-night television-Lyons remade the company’s catalogue as an editorial property featuring a new section called “Jenna’s Picks.” In these pages, consumers got a window into Lyons’s particular kind of nerdy-tomboy glam, which included anything from floral-print ballet flats to rugged leather bags and neon-colored accent belts. Whereas most of her peers at giant clothing companies remained anonymous, Lyons became the face of the brand. Along the way, Lyons, now fifty-two, became a different kind of retail executive, too. She was hired at J. Crew in 1990, at age twenty-one, and, in the course of her twenty-six-year tenure there, she helped elevate the company from a faltering catalogue brand of sort of preppy, sort of essential stuff to a signature American fashion company. Jenna Lyons started posting on Instagram only this year, but in many ways she was an influencer long before influencers formally existed.
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