J. Crew launches the Tiny Rollneck sweater: See the Emma Chamberlain campaign
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J. Crew just launched its latest innovation in its New Rollneck Generation: The Tiny Rollneck. To showcase its versatility and youthful silhouette, the brand chose Gen Z stylist Emma Chamberlain to star in the campaign.
Shot and directed by Ian Markell, Chamberlain portrays a variety of characters in the campaign. It's "a candy-colored, retro-futuristic world inspired by early-2000s fashion media, character-selection screens and playful pop-culture," according to a company press release.
The star piece of each ensemble is, of course, the Tiny Rollneck. It's shown in various colors to create an entirely new look and feel.
Chamberlain embodies the vibe of each character perfectly, from bringing a certain sass to the glamorous blonde dog mom who uses the sweater to enhance her preppy style, to the cool, bookish It Girl type evoked when pairing the sweater with a knee-length skirt and headband.
The campaign is a continuation of an initiative J. Crew launched in 2025 called the New Rollneck Generation, a reimagining of its defining hero product. Earlier this year, the brand launched Rollneck Remix, where independent designers were asked to reinterpret the knit classic.
Available in eight solid colors and striped patterns, the 100% cotton sweater retails for $118 with a size range of XXS to 3X. Head to J. Crew to shop the full collection now, or keep reading for our top picks.
Shop the Tiny Rollneck
