What Does Jenna Lyons's New Job Mean For Our Wardrobes?

Jenna Lyons, the bespectacled creative director who rewrote J Crew’s fate, is back. And for her next venture, she’s taking on broadcast media through a partnership with Turner Entertainment.

In her new role, Lyons will build an omnichannel lifestyle brand that brings together both content and commerce in a weekly unscripted television series. As well as letting TV viewers buy into what they are watching, there will a digital offering, social media strategy and direct-to-consumer platform launching in 2019.

“I want to build a story-driven, comprehensive resource for anyone to satisfy their personal style and help them make aesthetic choices," Lyons told WWD. "We’ll bring that together with real-time entertainment. With the team at Turner, I’ve found an inspiring and open-minded approach to thinking about commerce across multiple platforms.”

Lyons has taken her time to find the right position. She left the All-American retailer, where she climbed the ranks from menswear assistant designer to president over 26 years, in April 2017 with $1 million. But, more importantly, having impacted the wardrobes of the US nation with her instinctive, preppy styling nous. How this will translate onto TV screens is an interesting proposition indeed.