Jenna Lyons’ Mul­ti­me­dia Move

WWD Digital Daily - - News - BY SHARON EDELSON

The former re­tail ex­ec­u­tive is mak­ing the leap to broad­cast me­dia.

Jenna Lyons has landed. The former ex­ec­u­tive creative di­rec­tor of J. Crew Inc., who re­signed from the com­pany in April 2017, has formed a part­ner­ship with Turner En­ter­tain­ment to build an om­nichan­nel lifestyle brand that mar­ries con­tent and com­merce in a weekly un­scripted lifestyle se­ries and a daily cu­rated so­cial and di­rectto-con­sumer plat­form launch­ing in 2019.

In an in­ter­view with WWD in Fe­bru­ary, nine months af­ter her de­par­ture from J. Crew, Lyons said she was tak­ing her time to find the right role. She left the re­tailer with $1 mil­lion, which gave her the lux­ury of not hav­ing to rush into any­thing. At the time, she said the pace of fash­ion cy­cles, has­tened by so­cial me­dia, made the in­dus­try less ap­peal­ing to her. “I don’t know if I want the in­ten­sity of fash­ion’s speed now,” Lyons said, adding, “I don’t think my own brand is in the cards. If I were go­ing to get back into fash­ion, I’d do it in a dif­fer­ent way.”

The Turner part­ner­ship rep­re­sents a dif­fer­ent ap­proach. Lyons said she’s al­ways been in­ter­ested in meld­ing de­sire and af­ford­abil­ity, and she plans to present a co­he­sive vi­sion of in­te­ri­ors, fash­ion and beauty. Lyons’ plat­form will give con­sumers the nec­es­sary tools to cre­ate their own style.

“We want to try some­thing new,” Lyons said. “I want to build a story-driven, com­pre­hen­sive re­source for any­one to sat­isfy their per­sonal style and help them make aes­thetic choices. 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.”

“In ad­di­tion to her no­table lead­er­ship, I, like mil­lions of Amer­i­cans, was taken with Jenna’s role in shap­ing J. Crew Group’s growth and strate­gic trans­for­ma­tion,” said Kevin Reilly, pres­i­dent of TBS and

TNT and chief creative of­fi­cer of Turner En­ter­tain­ment. “I couldn’t think of a bet­ter part­ner for this next-gen­er­a­tion fu­sion of me­dia, lifestyle and com­merce.

Lyons will share her cu­ra­to­rial per­spec­tive in a weekly se­ries pro­duced by Our House Me­dia. “The tim­ing seems just right to fi­nally crack the con­tent-com­merce puz­zle,” said Matt Hanna, pres­i­dent of Our House. “Con­nect­ing a per­son­al­ity like Jenna with the vi­sion of Turner presents us with an in­cred­i­ble creative op­por­tu­nity.”

Jenna Lyons

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