"Edie Beale goes to Girl Scout camp"

i have to say i never realized how many pieces were missing from my wardrobe until i looked through j.crew's fall 2010 ready-to-wear collection. many of the pieces were girl scout inspired, using a lot of khaki, olive green, brooches, knee high socks, and hardware with a touch of fur and sparkle. the collection is playful and youthful. the idea for the model's hair was reminiscent of my childhood, and running through fields and picking flowers and making a crown out of daisies. "we took the idea that you slept in it for three days and got twigs and flowers in your hair," said jenna lyons



j. crew creative director jenna lyons said about the line,
"I'm not expecting people to dress like this,
but they could, and I would love it if they did."



the brand's goal was for their consumer to be able to deconstruct 

the heavily styled looks they see in the catalogue, and be able to pull 

from it basic pieces that can be worn daily.