- J.Crew’s new womenswear and kids design chief has a huge fan base online.
- Every week, Olympia Gayot posts mirror selfies of her outfits, mostly with J.Crew products.
- These images are widely shared on TikTok and help improve your brand image.
J.Crew’s new womenswear design chief is heating up TikTok’s fashion crowd.
Olympia Gayo, 41, has built a fan club online by posting weekly mirror selfies. instagram page From her office at J.Crew’s New York headquarters. Showcasing many of her favorite daily J.Crew looks, these photos have been shared on her TikTok by fans and have helped improve her image for the brand online, and J.Crew. According to him, sales are growing.
Gayo explained in a recent interview Harper’s Bazaar its originRecommended for Olympiawhich now has a monthly curated assortment on the J. Crew website, which was somewhat coincidental.
She was posting work outfits on her private Instagram page when company executives advised her to go public and show off to the public. 1.2 million Olympia Gayo hashtags on TikTokfeaturing videos admired by her mega-fans.”queen of chic,” while sharing and commenting on her outfit choices.
A spokesperson for J.Crew told Harpers Bazaar that the company’s women-focused business has grown steadily since Gayot shared her collection and saw sales pick up from her posts. The company declined to comment further.
vogue said It’s her “casual” laid-back style that appeals to shoppers. Gayo, the mother of her two children, To tell The aim is to introduce practical everyday clothing for women who go to work, school, or go out for drinks after work.
But her influence on the brand is due to J.Crew’s former creative director, who became the face of J.Crew and whose distinctive nerdy-chic look inspired much of its aesthetic. It strongly reminds me of former creative director Jenna Lyons. Galotte previously worked for J.Crew under Lyons, before she worked for Victoria’s Secret.
She returned to the company just months after its darkest hour when it filed for bankruptcy at the start of the pandemic, after years of declining sales and a mountain of debt.
The business was then revived under new leadership and financially bolstered by hedge fund Anchorage Capital Group, which purchased a majority stake in the company.
Gayo told Harper’s that when she joined the club in September 2020, she was several months pregnant and was worried.
“Oh my god, if you go to J. Crew while you’re pregnant or during a pandemic and you have to change this ship or figure out a way to really make things happen, this is going to be an awful lot of work.” she remembered.
New CEO Libby Waddle said wall street journal By the summer of 2022, the company is now profitable. A company spokesperson declined to comment on current sales numbers when contacted by Insider. Unlisted, so no need to share financial information.
