Have you looked at it lately? This lobster roll piece is, as the kids say, everything: the amateurish, off-the-cuff photos; the attainable yet aspirational, hip lobster roll at the center of it all; those photos of Gwyneth Paltrow making french fries, being so bronzed, so un-makeuped, smiling, wearing a bright-white bandeau bra; the polished, impeccable restaurant recommendations at the very end. Just kill me now / I want it all.
Gwyneth Paltrow has this magical sense of how to come across as someone very practically perfect and perfectly approachable, and that is — “no shit” — something that brands want to align themselves with. It doesn’t hurt that she seriously delivers. Apparently, her recent partnership with J. Crew is responsible for eight percent of the traffic the preppy retailer’s seeing on their site. That’s huuuuge. If J. Crew knows that’s good for them, they’ll ride this wave and get into the lobster roll business.
J.Crew ad via WWD
[via WWD]
