Jenna Lyons, creative director and president of J.Crew, is parting ways with the brand after 26 years. Somsack Sikhounmuong, head of women's design at J. Crew will take the new position. When he returned to J Crew after being head of design for sister brand Madewell, it represented a homecoming for the creative who designed accessories and then apparel for 12 years at J.Crew before his Madewell promotion.
When Sikhounmuong returned to J.Crew from Madewell, the New York Times wondered, “Can a New Designer (Not Jenna Lyons) Fix J.Crew?” Not so far: During fiscal 2016, sales decreased 6 percent to $2 billion, having dropped 7 percent the year before that.
J.Crew has struggled for several seasons with dissatisfied shoppers, and Lyons’s departure is the biggest signal possible that it’s aiming to get back on track.