J.Crew brings together Jasmine Tookes, Josephine Skriver, Martha Hunt, Sara Sampaio, and Taylor Hill for Camp Crew, a summer campaign built around nostalgia, friendship, and the familiar pull of American camp life. The casting reunites five models who shaped a major era of fashion imagery and popular culture.
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Camp Crew takes place at an idyllic lake camp, where the familiar codes of summer become part of the story. Canoes, flags, camp tees, lake references, and open-air rituals shape the atmosphere. J.Crew approaches these motifs with humor and polish, creating a campaign that feels romantic, chaotic, and slightly absurd in the right measure.
The campaign also introduces a new generation of emerging talent alongside the supermodel cast. Their presence creates a conversation between past and present, giving the project a broader sense of continuity. J.Crew uses the pairing to show how familiar style codes can shift across eras while still carrying the same emotional pull.
The collection centers on warm-weather dressing through J.Crew signatures. The Rollneck appears in updated stripes and lighter weights, while swim, relaxed knits, camp tees, and seasonal essentials build the rest of the wardrobe. They feel suited to long days by the water, group activities, casual afternoons, and the kind of summer memories that become sharper with time.
Julia Collier, Chief Marketing Officer of J.Crew, describes Camp Crew as a campaign about a feeling people remember and want to return to. She points to the energy created by reuniting this group of women, who each carry their own connection to a recognizable fashion moment. They give the campaign a stronger emotional scale, with familiarity, aspiration, and memory working through the images.
Camp Crew also reflects J.Crew’s current approach to storytelling. The brand continues to shape modern American style through campaigns that move beyond product alone. Here, the clothes sit inside a complete summer idea, one that draws from friendship, camp culture, shared rituals, and the pleasure of return. Upcoming activations and destination experiences will extend the campaign across the country this summer, carrying Camp Crew from imagery into physical experience.
