Reimagining the J.Crew Catalog for a New Era

J.Crew’s first catalog launched in 1983, but by 2017 it was no more.

In 2024, Qulture partnered with J.Crew and Atelier Franck Durand to craft the next chapter in the brand’s story. The return of the brand catalog needed a diverse, social-first approach that told the story beyond the page; we consulted on a variety of breakthrough creative strategies and concepts to reach modern audiences while retaining the brand’s distinct charm. From a New York inspired newsstand to a branded phone booth with a directory of brand stories and beyond, we crafted playful online and offline touchpoints that all lead back to the issue at hand.