Johanna Uurasjarvi Becomes Chief Design Officer For J Crew, Joining CEO Jim Brett

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J. Crew announced on Monday that Johanna Uurasjarvi will take over as Chief Design Officer for embattled retailer J Crew. The Finland native was previously Creative Director of West Elm, a division of Williams Sonoma, after a decade as Creative Director of Anthropologie. She launched Anthropologie's first in-house design team and developed its wholesale brand Leifsdottir. 

At both companies, Uurasjarvi worked with Jim Brett, now CEO of J Crew. Brett reflected on the many years he’s worked with Uurasjarvi and her eye for design.

Jenna Lyons Leaves J Crew After 26 Years, Replaced By Somsack Sikhounmuong

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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.