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J. Crew Launches its "Made in Italy" Videos with Shoes

by Lisa Marsh (Subscribe to Lisa Marsh's posts)
Posted Jan 27th 2011 at 7:54PM  
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Have you ever wondered how a pair of shoes are made by hand? What about men's suits and dress shirts?

J.Crew will leave you wondering no more. The retailer has worked with film director Douglas Keeve to create a series of films that will take its fans inside the inner workings, behind the curtain.

The first of the series "About a Shoe," launches today and stars company creative director and president Jenna Lyons with vice-president of women's design Marissa Webb. The women travel to the place where J. Crew's shoes are made in Italy and the audience is able to see how a shoe is created from Webb's sketch to the finished product.

"It's something we have been longing to do for quite some time," Lyons told StyleList, "once we met Doug Keeve, we felt he could help us tell the story about the mills."

The second film, "About a Thread Count," debuts in late February and joins Lyons, Webb and
vice-president of men's design Frank Muytjens on a tour of the Crespi and Thomas Mason factories in Italy to see how men's suiting and shirts, respectively, are made.

The third film, "About a Print," follows the team while it tours the Ratti and Canepa factories, both Italian factories J. Crew uses for its prints. This launches on the J. Crew website in late March.

And traveling with film crew in tow resulted in some memorable moments for all. "One evening we took a boat to the Villa D'este, a beautiful, old hotel over looking Lake Como. The setting is elegant and historic and the clientele are well-dressed, wealthy and discerning," Lyons shared. Somehow, "the night ended with one person doing a catwalk on the table and to my amazement, everyone around us, including the staff, pretended it didn't happen. It was magical."

Lyons at work. Photo courtesy of J.Crew

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Filed under: Fashion, News, Designers & Brands, Shopping
Tags: italy, JCrew, shoes
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