For the second year, J. Crew is partnering with Art Central, the contemporary art fair in Hong Kong, to bring art and fashion together around the theme, “Our Canvas, Your Masterpiece.”
J. Crew has taken over and has transformed a space within Art Central with some of the brand’s favorite styles such as denim, chino and stripes.
At the pop-up shop, washed chambray and honey brown chino fabrics, the same materials used for J. Crew apparel, line the walls in fabric paneling. Classic stripes are brought to life by New York-based artist Tracy Morgan in a live art display that will change over the course of the fair. Morgan’s designs are also styled on mannequins, with each showcasing an article of hand-painted clothing. The shop will also have an interactive painting station.
Art-inspired store windows in Hong Kong will highlight the brand’s collaboration with Art Central, featuring painted canvases as a backdrop for the J. Crew spring collection. Customers will receive a J. Crew x Art Central voucher with any purchase of 1, 000 Hong Kong dollars, or $128.90 at current exchange. The voucher will give them entry into Art Central, which takes place March 23 to March 26, and an opportunity to customize and paint their purchase or any article of clothing in the J. Crew Studio within the fair.
The pop-up store will carry a selection of one-of-a-kind, hand-painted shirts, pants and accessories by Morgan, numbered and signed by the artist, in addition to J. Crew T-shirts, totes, denim and chino pants, and select accessories.
As part of the Art Central partnership, J. Crew is again sponsoring the RISE sector of the fair which promotes young galleries established in the last six years and will again be presenting the RISE Award to the most promising emerging artist within the sector.
Last year’s RISE winner, Vivian Poon, continued to collaborate with J. Crew following Art Central. She adapted her designs to create a store barricade and limited-edition tote bags available exclusively at the J. Crew Times Square store in Hong Kong, which opened last October.
Art Central will feature more than 100 galleries from 21 countries. The fair’s program include interactive installations, panel discussions, performance art, tours and Hong Kong’s eateries.