J.Crew & Madewell - Fashion Retail Work
Challenge
J.Crew and Madewell were seeking to evolve their visual storytelling across lookbooks, e-commerce, and editorial campaigns. As they shifted toward a more lifestyle-driven, personality-forward aesthetic, the casting approach needed to reflect that vision — with talent who could embody a wide range of moods, identities, and lived-in style, while aligning with each brand’s evolving voice.
Strategy
I partnered with creative directors, stylists, producers and photographers to align casting choices with seasonal creative direction. Drawing from a mix of agency and street-casting sources, I focused on finding talent who brought individuality and warmth — whether for J.Crew Men’s, Factory, or Crewcuts. I also led real-people casting for moments like Father’s Day, bringing emotional authenticity into the work. Trusted relationships with talent managers and a deep understanding of each brand’s visual language helped streamline approvals and deliver lineups that felt both intentional and fresh.
Impact
The casting contributed to a more cohesive, elevated visual identity across platforms — from homepage to campaign to social. Models and real people brought strong presence and relatability, allowing photography to feel more authentic, connected, and emotionally engaging. This shift helped all three brands move toward a more modern, editorial fashion language without losing accessibility.
Role
Managed casting for photo shoots across J.Crew, Madewell, and sub-brands including J.Crew Men’s, Factory, and Crewcuts. Collaborated closely with creative directors, producers, and external agencies to shape casting direction. Oversaw talent selection, negotiated rates, and ensured seamless integration of talent across studio, location, and campaign shoots — supporting a range of photography styles, from catalog to editorial to social-first content.