A Wall No Longer... A New Accessory... Rules of the Game...

A NEW ACCESSORY: J. Crew customers will do a double take when they receive the brand’s next accessories catalogue around Sept. 2: The format has been totally redone in 10 1/2 by 15-inch recycled newspaper. It’s also clear the content has progressed beyond the familiar mittens and chunky hats, which J. Crew historically embraced to a sophisticated array. The book displays fine Norwegian leather and Italian calfskin handbags, metallic totes, satin fleur clutches, satchels with a wax patina that changes with age, gold and beaded necklaces, pearls and pared down colors.

The image is further heightened with most of the accessories shown with items from Collection, which provides luxury versions of Crew classics, like coats in shearling and T-shirts in cashmere.

“Because we mail catalogues so often, 13 a year, we felt it was time for something a little more arresting. There’s an element of surprise,” said Jenna Lyons, creative director. “We didn’t want people to think this is a normal catalogue.”

She acknowledged J. Crew has been more recognized for sportswear. “We want accessories to be top of mind as well.”

That may be the case down the road, too, for Collection, Lyons added, noting a Collection catalogue, which hasn’t been done this year, is a probability. First up, however, is a Collection store opening soon on Madison Avenue.

— David Moin