British "it" girl Alexa Chung joins J Crew

Do you remember back in September when Michelle Obama was on the front page of the Globe and Mail? If you don't, read the full story here. Michelle was spotted wearing J Crew in several public appearances, which was an unexpected but amazing endorsement for the retail chain.

Awesome PR, in my opinion.

Now four months later, J Crew is collaborating with Alexa Chung to design a fall collection for the Madewell line. The concept behind the line reflects her wardrobe which is a mix of modern and vintage. (read more) Now that Alexa's show on MTV is cancelled, she can focus on designing. And who knows, she may surprise us.

I think J Crew has made a good PR move for a few reasons:

• Collaborating with a trendsetter like Alexa will drive sales. She is not renowned designer, but she is definitely in the fashion spotlight.
• Take H&M and Target as an example, they have collaborated with many designers/celebrities such as Stella McCartney, Madonna and Jimmy Choo. These collections were hot sellers and were only available in select stores.
  
• This collaboration will allow J Crew to target a new and younger audience.
  

It all began unexpectedly with the First Lady and now they are turning to a fashionista. J Crew is definitely raising their profile in the retail industry. Good move J Crew, I may even shop at your store in the fall.