As people become more aware of diversity and inclusivity, fashion companies like J.Crew have started hiring models of all shapes and sizes. TYT News' documentary "J.Crew Finding Success With Less Hot Models" explores this new direction that the company has taken in recent years. The movie starts off by discussing how J.Crew, known for its preppy and classic styles, has been struggling in recent years due to increased competition and a shift in consumer preferences. But instead of conforming to the traditional beauty standards of the fashion industry, the company has decided to take a different approach - casting models who are not conventionally "hot".
The documentary features interviews with various people involved with J.Crew, including its executives, creative directors, and models. They explain how the company's new strategy has allowed it to appeal to a wider range of customers, including those who previously felt excluded by the brand's image.
One of the main voices in the documentary is Grace Baldridge, a journalist and J.Crew customer who explains how the brand's new direction has resonated with her. Baldridge, who identifies as queer, talks about how she didn't feel comfortable wearing J.Crew's clothes before because she didn't see anyone who looked like her in the brand's marketing materials. But now, she says, she feels like the brand is catering to people who don't necessarily fit into the mainstream beauty norms.
The documentary also follows one of J.Crew's recent campaigns, which features models of different sizes, ages, and ethnicities. The models talk about their experiences working with the brand and how they appreciate the company's efforts to promote diversity and inclusivity.
But the movie doesn't ignore the challenges that come with this new strategy. One of the executives interviewed in the documentary admits that there are still some customers who want to see the stereotypical tall, thin, and traditionally beautiful models. However, the company believes that the benefits outweigh the risks and that it's important to stay true to its values.
Another aspect explored in the movie is the impact of J.Crew's new strategy on the fashion industry as a whole. The documentary features interviews with fashion experts who explain how the industry is slowly moving away from the "ideal" beauty standards and towards a more inclusive approach.
Overall, "J.Crew Finding Success With Less Hot Models" is a thought-provoking documentary that shows how a fashion company can successfully go against the norm and embrace inclusivity. Through interviews with different people involved with J.Crew, the movie provides insight into the brand's new direction and the impact it has had so far. It's a must-watch for anyone interested in fashion or social issues.
