Jenna Lyons Will Launch Weekly Curated Lifestyle Show and E-commerce With Turner Media

/

Former J Crew creative director Jenna Lyons has a new gig, spreading her retail design wings in a deal with Turner for a TV series and lifestyle platform. “I want to find a language and voice that feels honest, approachable and human to share things that I love,” Lyons told THR.

Lyons has signed a deal with the Turner entertainment company for an unscripted TV series that will also anchor a new lifestyle platform with e-commerce and major social media.

Working with Millard Drexler at J Crew, Lyons was a key player in building the $2 billion brand before leaving in April 2017, under the weight of sluggish sales.

“I’m excited to be doing something totally different,” Lyons said Tuesday. “I couldn’t think of a better partner for this next-generation fusion of media, lifestyle, and commerce,” added Kevin Reilly, president of TBS and TNT and chief creative officer, Turner Entertainment, in a statement.

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

/

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.