J.Crew's Suiting Campaign: A Comedy Take on First Suits

J.Crew has launched a new suiting campaign for autumn, titled ‘We take suiting seriously’, featuring the comedy trio Please Don’t Destroy – Ben Marshall, John Higgins and Martin Herlihy. The campaign centres on a comedy short directed by Herlihy and written by the trio with Brady Lees, accompanied by stills from photographer Luke Gilford. It debuted on 20 October across J.Crew’s channels.

In the film, the three comedians report for their first day as staff in the Suit Shop at J.Crew’s 19 Bond Street store in New York. The shift unravels through unorthodox measuring, unexpected styling advice and an attempt to close a sale before noon.

“J.Crew has a long history of helping people find their first suit,” said Julia Collier, chief marketing officer of J.Crew. “With Ben, John and Martin, we wanted to bring some personality and humour to that experience. They took the idea of a day in the J.Crew Suit Shop and made it entirely theirs, while showing how versatile and well-fitted our suits are.”

Gilford shot the stills in New York’s Financial District, drawing on the look of 1990s New York. The trio is styled in classic tailoring with patterned ties and briefcases.

Three suit fits

The campaign focuses on three of the brand’s suit silhouettes. The Ludlow Slim Fit, introduced in 2008, is the suit J.Crew is best known for, according to the company. The Crosby Classic Fit has a straight leg and a roomier cut, while the Kenmare Relaxed Fit offers a looser silhouette. J.Crew says the fabrics for all three fits are sourced from long-established mills.

“Wearing a suit makes me feel like an adult,” said Marshall. “Now I have to change everything else in my life to catch up to that feeling.”

“I think a good suit should make people assume you know what you’re talking about,” said Higgins. “These do that, which is very helpful for us.”

“Directing this video for J Crew was a joy and an honour,” said Herlihy. “Two of the actors were pretty unprofessional, but I will keep them anonymous.”

The Ludlow, Crosby and Kenmare suits are available on J.Crew’s website and in select stores. Founded in 1983, J.Crew operated 114 stores in the US as of 25 August, alongside its e-commerce business.

A legacy of first suits

J.Crew’s decision to spotlight its suiting through comedy is a nod to the role the brand has played in many customers’ lives – often providing their first proper suit. The campaign’s light-hearted approach aims to demystify the process of buying a suit, showing that it can be both a serious purchase and an enjoyable experience. By enlisting Please Don’t Destroy, known for their viral sketches and youthful energy, J.Crew hopes to connect with a new generation of shoppers who might be approaching tailored clothing for the first time.

The three fits cater to different body types and preferences. The Ludlow Slim Fit, with its modern, tailored silhouette, has been a staple since 2008 and remains a go-to for those seeking a sharp look. The Crosby Classic Fit offers a more traditional, straight-leg cut with extra room through the thigh, while the Kenmare Relaxed Fit provides an even looser, more casual vibe. All three are crafted from fabrics sourced from established mills, ensuring quality and durability.

The campaign’s imagery, shot by Luke Gilford, evokes the sophistication of 1990s New York, with the trio dressed in classic tailoring, patterned ties and carrying briefcases. This aesthetic reinforces the timeless appeal of a well-made suit while adding a touch of nostalgia.

For those looking to update their wardrobe or invest in their first suit, the Ludlow, Crosby and Kenmare are available online and in select J.Crew stores. With this campaign, J.Crew reaffirms its commitment to suiting, proving that even a serious business can be approached with a smile.