Revamped designs of high street retailer catches industry's eye as well as high-profile fans such as Michelle Obama.

 

This article titled “J Crew wows New York fashion week” was written by Hadley Freeman, for The Guardian on Tuesday 13th September 2011 18.35 UTC

The question of whether girly can ever be cool might not be up there with the meaning of life, but it is one that most designers at New York fashion week are debating this season – with potentially very lucrative results.

Judging from the pandemonium at J Crew's presentation on Tuesday, the fashion press is clearly backing the high street retailer to work out this balance. J Crew, like Banana Republic and – going back a few years, The Gap – is the latest US retailer to get an all-over revamp and an international following. From Wednesday, UK customers will be able to order direct from the company's website and its recent hiring of a UK-based PR company has sparked rumours that a store may be opening in London.

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