Evan Jonigkeit Zosia Mamet J. Crew. Vulture and New York Magazine "Person to Person" party

There are always a handful of pictures at the Sundance Film Festival that are set in New York City and its environs, and among this year’s entries are “Bushwick,” “The Incredible Jessica James,” “Landline” and “Person to Person.” In years past, there have also been a handful of fashion-sponsored events or venues, but cold-weather appropriate brands such as Eddie Bauer, Columbia, Canada Goose, Ugg and Sorel are missing from Main Street this year.

In tighter economic times, brands have realized it’s just as effective to send an actor a parka or a pair of boots before the festival (chances are most Angelenos don’t own a current season down jacket and will happily wear the swag upon hitting Park City.)

J. Crew took advantage of the ample “white space” this year to make its first sponsorship foray to the festival, joining with Vulture and New York magazine to promote the Manhattan-set comedy “Person to Person.” The brand on Friday hosted a mini press junket with two of the ensemble cast players, Abbi Jacobson and Tavi Gevinson.

Later that night, the brands jointly sponsored (though J. Crew was the headliner) the film’s official after party at Rock & Reilly’s club on Main Street, where Jon Hamm, Zosia Mamet, Samira Wiley and others came to celebrate the film, which received some tepid reviews but generally was regarded as a charming diversion led by indie favorite Michael Cera.

J. Crew dressed Mamet head-to-toe, and she seemed to enjoy herself, hitting the dance floor with new husband Evan Jonigkeit. Creative director Jenna Lyons wasn’t able to make it to Utah, but offered, “Being longtime fans of Style Rookie creator Tavi Gevinson, binge watchers of Abbi Jacobson’s show, ‘Broad City’ and, having sat through many cringing moments watching Michael Cera on ‘Arrested Development,’ we were excited at the chance to support all three of them in their new film. Our sincerest congrats to them and everyone who worked on the film.”