LanguageFontContextsBodiesMinds
Purpose
WOMEN AND LANGUAGE




FANTASY
Use clothing captions to teach women about their desires. Remind them of the types of work they can perform, being careful to avoid references to jobs or careers. Keep them out of reality and keep them in dreams.

Product
Translation
Cashmere sweater
Dream Sweater
Merino long-sleeved tops
Much-loved Merino
Bronwyn boots
Beloved Bronwyn

 

BODY TYPE
Use captions to educate women about the bodies they need to work at getting. Emphasize ectomorphic characteristics.

Product
Translation
Corduroy pants
Toothpick Ankle Cords
Cotton shirt
Slim-stretch Shirt
Jeans
Vintage Slim

RELATIONSHIP TO MEN
Use captions to instruct women about how they are defined by their relationship to men. After all, without a man, she is incomplete (remember our clothes are prosthetics for the glass slipper).

Product
Translation
Fatigue jacket
Boyfriend Fatigue Jacket
V-neck tee
Tissue Boyfriend V-neck Tee
Chino pants
Destroyed Boyfriend Chino

*It is a good idea to suggest women shop in the men's section.
Such style tips reinforce the importance of men in women's lives.
MEN AND LANGUAGE





REALITY
Help men recognize their individuality and uniqueness. For example, you should create a men's section that emphasizes reality. A title like "Real Guys Relate" sends the right message.

Mention that each of the men modeling the clothes was chosen because he has “individual style.” You could also use clothing captions for the same effect. For example, a coat could be called An Authentic Coat.

MODEL/REAL MEN DESCRIPTIONS
Teach men that their jobs are at the center of their identity. Make references to male occupations in the clothing captions and list each man’s biography below his photo.


Captions for MODEL/REAL MEN
Product
Translation
Wool coat
The Univeristy Coat
Leather jacket
Racer Jacket
Flannel shirts
Utility Shirts


 

Biographies of MODEL/REAL MEN

LEE DANIELS
Director and Producer:
Precious, Monster's Ball, and Shadow Boxer


Go to j.crew.com for more info on Lee.  

 

SEAN MACPHERSON
Hotelier:
Bowery Hotel, Maritime Hotel, Jane Hotel, Lafayette House


See j.crew.com for more info on Sean. 

 

*It is a bad idea to offer style tips to men. Real Men do not take advice.