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Emma Chamberlain knows a thing or two about setting the tone, whether she’s talking fashion, sharing a playlist or documenting her latest festival experience. Now, she’s bringing that same Gen Z energy to one of J.Crew’s most recognizable classics.
The retailer has named Chamberlain the face of its new Tiny Rollneck campaign, putting a fresh take on the sweater J.Crew first introduced in 1988. The new version launched Aug. 26 on J.Crew, bringing the heritage knit into a tailored and chic silhouette.
The Tiny Rollneck keeps the details that made the original a J.Crew staple, including its heavyweight cotton construction, rolled neckline and raglan sleeves. But this time, the proportions are smaller, with a slightly cropped length and closer fit, plus bright, graphic colors that give the classic a more playful feel.
For the campaign, Chamberlain appears in a candy-colored, retro-futuristic setting inspired by early-2000s fashion imagery and video game character-selection screens. The launch follows several recent attempts by J.Crew to reintroduce the Rollneck to a new generation. The brand’s “New Rollneck Generation” campaign last fall featured a cast including Maggie Rogers, Molly Gordon, Dominic Sessa and Benito Skinner.
Earlier this year, its “Rollneck Remix” project brought in five independent designers — Buci, Collina Strada, Eckhaus Latta, Patrick Taylor and Tanner Fletcher — to reinterpret the sweater with details including lace, color blocking and nautical-inspired elements.
J.Crew
Cute & Cozy
Tiny Rollneck in Rugby Stripe
J.Crew’s iconic Rollneck goes mini in a cool rugby stripe, with a fitted waist, quarter-zip neckline and slouchy sleeves.
J.Crew
eMMA’S fALL pICK
Tiny Rollneck in Mazie Blue
Made from 100% cotton, this Mazie Blue Tiny Rollneck adds a bright pop of color to your fall rotation, as seen on Emma Chamberlain.
J.Crew
Pretty in pink
Tiny Rollneck in Faded Lilac
The same fall staple in a sweet and chic pink/Faded Lilac, modeled by Emma Chamberlain.
J.Crew
Easy to style
Tiny Rollneck in Ivory
A collegiate spin on the Rollneck, this Ivory style is an easy fall staple to pair with a pleated skirt, as seen on Emma Chamberlain, and loafers.
J.Crew
Pop of color
Tiny Rollneck in Stripe
Every fall wardrobe needs a good stripe, and this bold red-and-black colorway is an easy pick. Sport this sweater with low-rise jeans for an easy, laid-back look.
It’s easy to see why the Rollneck has remained at the center of J.Crew’s fall staples for decades. Its heavyweight cotton, signature rolled neckline and instantly recognizable shape make it the kind of sweater that can be worn year after year without feeling dated. Now, Chamberlain’s take gives the classic the slight shift it needed to connect with a new generation.
That same new-gen perspective makes Chamberlain a natural fit for J.Crew’s approach. Beyond her fashion influence, she has built a strong connection to music through her Spotify playlists, festival appearances and Anything Goes podcast. She has documented trips to Coachella and shared her enthusiasm for discovering new music, making her a familiar face to a generation that moves fluidly between fashion, music and internet culture.
