With J. Crew’s sales taking a hit, the brand decided to shake things up. The label has announced that Somsack Sikhounmuong will take over as head of women’s design – he currently heads Madewell (J. Crew’s sister label) – replacing Tom Mora. Here’s what we know about him:
He’s good with numbers: Madewell has grown steadily under Somsack’s watchful eyes, with sales having shot up by 33 per cent. We’re expecting some of that magic at J. Crew.
His kind of woman is confident and cool: At the launch of his first collection for Madewell, Somsack spoke to Nymag.com about the Madewell girl as someone who “doesn’t try too hard, but still looks really cool. She’s both confident and laid-back. You just become enamoured by this girl, regardless of age — she could be 16 or 61. She’s just this authentic, soulful woman”. His clothes are comfy and yet very stylish.
His claim to fame? Basics: Madewell’s USP was its ability to bring back basics, and make them cool. Rejigged denim and leather have played a strong part. Sikhounmuong has consistently reinvented denim, tried different washes and textures.
Whatever his plans may be, we’re excited to see what’s next.
Photograph: Madewell.com
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