GoKawiilJ. Crew's Emma Chamberlain rollneck campaign sparks online debate, CMO defends strategy
J. Crew rolled out a new take on its classic rollneck sweater, styled with Gen Z flair and modeled by 25-year-old influencer Emma Chamberlain. The campaign quickly went viral, prompting mixed reactions online about crop tops, generational marketing, and whether J. Crew was chasing trends too hard. CMO Julia Collier discussed the strategy and the backlash exclusively with Fast Company.