NYLON · Here’s How J.Crew Plans On Winning Back Millennials

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Millennials killed J.Crew, or so we’ve said in the past. Now, the brand is hoping to get back in the good graces of the largest living generation in the U.S. by way of its latest swimwear collection.

Coined J.Crew Playa, the new lineup includes brightly colored, printed, and striped one and two-pieces. Some include cutouts while others have subtle ruffles lining the edges. The models showing off the styles are noticeably younger than those of J.Crew past, and the fun editorial shots remind us of outtakes from an Urban Outfitters photo shoot.

It looks like the brand is doing just what we predicted they needed to do in order to survive: adjusting to the changing needs of its consumers. A rep for the brand told Fashionista: “While the line still appeals to J.Crew women consumers, we definitely had millennial women in mind with the cheekier silhouettes.” The lower prices—pieces start off at a chill $22.50 and cap off at $54.50—will also be a major draw. This is the one time when pandering is encouraged!

Check out a selection of the pieces, ahead, and shop the full collection here. Get ready to master mixing and matching.

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