J.Crew’s New Cropped Sweater Upset Loyal Fans. Early Sales Still Beat Expectations

The brand’s collaboration with Emma Chamberlain has the internet divided.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Photos: Courtesy J.Crew

J.Crew just launched a new collection of cropped sweaters in collaboration with content creator and entrepreneur Emma Chamberlain. It appeared to strike a nerve with some of the retailer’s customers.

The campaign is centered around J.Crew’s rollneck sweater, which the brand calls one of its “most enduring and recognizable icons” in a press release. Aiming to refresh the familiar staple—and, likely, attract Gen Z buyers—J.Crew........

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