The first Fashion By Mayhem email I ever marked as important started off simply “Hi – This is Jenna Lyons. From J.Crew.”
Wait. What? (Lemme read that again…)
It went on that she had read our story and was excited by what we were doing.
Huh? *looks around for hidden camera*
It was the first among hundreds of emails pouring into my inbox on February 26, 2014 that did NOT read “can’t wait to see which Oscars dresses you replicate.”
Jenna then wrote that she was reaching out to see if we’d be interested in doing a small collection designed by … yes – a 4 year old!!
Game.Changer.
The email was warm and friendly. If I thought that it was an idea that sounded like it would be fun for us, I could let her know and we’d set up a time to chat.
I remember reading the email and being certain it was a set up. As in, it’s probably some kind of wicked virus that if I reply to it, my laptop will explode or at the very least melt before my eyes. (My thinking is irrational on occasion.)
So I read it a few more times to myself. And then I read it out loud to Keith.
His reply was simple: “You should probably reply to that one.”
But doesn’t J.Crew have a PR company that reaches out like the rest of the “big brands”? You know, one that sends out incredibly vague emails hinting at who they MIGHT work for but requiring us to sign an NDA(non-disclosure agreement) before they’ll even talk to us. And why on Earth would she just lay the whole idea out there from the get go? Nobody does that (filed under: things I know for sure)!
Clearly, Jenna Lyons does not know how this is done. The President and Executive Creative Director of a company is not supposed to reach out to random internet strangers with an offer to work with them.
But she did. Because …
Game.Changer.
So with a guarantee from Keith that he’d replace my laptop when it melted, I hit the reply button.
And what happened next was nothing short of magic.
A volley of friendly emails led to a conference call with four of the top J.Crew execs in which I made it very clear that we had ZERO design experience. ZERO. NONE. NADA. “We tape paper together. Sitting on our floor. That’s it. I swear. Just so we’re clear.”
But they invited us to New York anyway. To sit on the floor and tape paper together.
And it was amazing.
You may have already read about that first trip to New York, and even seen that image of Mayhem working her selfie game with Jenna and Jenny Cooper (head of crewcuts).
But what you don’t know (yet!) is that Jenny Cooper’s office became design central for Mayhem’s collection with crewcuts which will be available Summer 2015!!! And yes, the collection was designed by a 4 year old. With a little help from her new friends.
But let’s not even call it designing a collection. Here’s how it went down … Mayhem and her new crew all sat down on the floor and played. And made stuff. Out of paper and tape and beads and glue and crayons. And they laughed and hugged and had more fun than I would have imagined. And then they sprinkled their magic J.Crew fairydust on it and turned paper into fabric. And when it was time to go, Mayhem cried. Because she didn’t want to leave. (You wouldn’t either … trust me on this.)
And folks, that’s how it’s done.
OK, not really. I mean, there is more to it. I think. I was too busy sitting back watching, tearing up and wondering how in the world this all came to be, to pay attention to the logistics.
We have LOTS more to tell you about our fun collaboration with J.Crew, but for now, the cat’s out of the bag and we’re just happy to finally be able to share it with you.
Wow, how exciting! I cannot wait to see the collection! Awesome job, Mayhem!
Thanks so much Courtney!!!
Best news ever. Super partial to j. Crew. And especially Mayhem.
Thank you! And for the record, they’ve been nothing short of amazing to work with. Good people. Really REALLY good people. We’re feeling beyond grateful
Congratulations! I can’t wait to see Mayhem’s collection!
That is amazing news! Congrats to you guys, and I can’t wait to find out more. ^_^
This is so exciting and just makes me love J. Crew even more!! Well deserved for Miss Mayhem and I know her collection will be fab! Is it going to be available for adults, kids, or both? Can’t wait to see it! I’m sure the collection will be one of their best sellers!
Perfect timing – I’ll have two new nieces to shop for next summer. Congrats, Mayhem!
Your family is nothing short of amazing. Thank you so much for sharing your world with us. Congratulations on this new adventure.
Congratulations! Love seeing your posts about Mayhem. I have a 3 year old little girl and you can bet on us (me) checking out the collection.
Well deserved. I’ll be buying up these pieces for all the little girls in my life – for sure!! Go Mayhem!
Congratulations to you both! Sounds like a lot of fun
I can’t wait to see the magical creations this summer !
P.s I would have gone the rout of if I respond will my computer crash too
xo
Amberlea
I love reading your stories and following your journey! So exciting. Congratulations! I cannot wait to see the collection. Many blessings to you.
OMG! Amazing! I can’t wait to buy my daughter one of her outfits. I’ll probably be buying a Mayhem wedding dress in 25 years!
Love this journey that Mayhem is experiencing! Go, Mayhem!
We are such big fans of crew cuts and this just deepens my appreciation for them. j crew has always been pure class…love knowing that’s from the top down.
Ahh! Wow, such exciting news! For Mayhem, you, and the rest of us that will get to purchase these (obviously) adorable pieces next spring
Congrats!
Congratulations!!!
A) I love that this is filed under “everyday mayhem”
B) I’m glad my kids are not the same age as mayhem because I don’t think their college applications are going to be nearly as exciting as mayhem’s
What an exciting opportunity! I can’t wait to hear more.
been following on istagram for quite some time and just wanted to let you know that all your fun work really brings a smile to my face! this sounds like a great opportunity that you had! keep up the fun
Holy moly! Congrats! This is fantastic news! Thrilled for you guys and I just love how much FUN the whole process was for Mayhem! Def a game changer! I hope the sizes will be small enough for me to buy something for Emma next Summer! Can’t wait!
SOOOO excited for Mayhem and the family!! I have chills. I really loved Crewcuts as an option for my youngest when she was in grades 2nd-4th. I can only imagine the joy you felt watching this all go down. Oh, the EXCITEMENT of it all!!! I will definitely be checking this out. Gosh–the resume Mayhem will have for college will be remarkable! Hehe! (And yes I refer to the “application” as a resume now!) I still have chills!! Go get em’ Mayhem!
I LOVE that you have stayed true to your roots and are doing things that Mayhem truly enjoys doing. It’s incredible that you’ve balanced taking advantage of amazing opportunities with maintaining the fun of childhood. It’s a pleasure to follow your blog and Instagram feed, and I will make a point of supporting crewcuts after hearing this story.
So very, very excited for you and especially Mayhem!!! I love to see her creativity and designs. With this news I now wish my daughter were younger- it can be impossible to buy clothes for a 14 year old. Best of Luck on this new adventure.
Even though I’ve known about this for awhile, it still seems surreal to read the words online for everyone to see.
MAYHEM IS A DESIGNER. Like one who has a COLLECTION with one of the biggest FASHION BRANDS in the WORLD.
I mean.
GAME CHANGER
(I love it.)
Congratulations!! This is amazing! Can’t wait to see it in stores!
Wow! Congrats Mayhem! That is just beyond exciting and so inspiring! I teared up reading this, she’s such a special little girl and already following all her dreams!
Wow, how surreal and exciting! I can’t even imagine having that happen to my child!! Congrats on everything!!
Proof play IS a child’s work and should be respected.
Rock on Mayham. And great parenting job Angie. We will be checking out her line when it comes out.
~Honey
This is AMAZING! Not only does our favorite Instagram star now have her OWN FASHION LINE, but how on EARTH did you keep her from telling everyone all about it for all these months?
Congrats to your beautiful family!
do you need a model?? I have a little 5 year old who loves modeling her dress up clothes and having fashion shows!
I feel like I was in a secret club and now EVERYONE wants in. I admit it! I’m a selfish Mayhem lover! Congrats to you both. Just saw the segment and you were fantastic.
Wow. What a serious, SERIOUS game changer! Reading this is so inspiring.. What an amazing experience this must be for your family. Congrats on everything! I absolutely cannot wait to see the collection.