Women are noticing something different about J. Crew ads these days. The women in them, well, a lot of them actually look like us. And it's not just the models that are changing, it's the clothes, too.

The iconic retailer is rolling out an inclusively-sized partnership with Universal Standard, a brand that InStyle called "one of the biggest game-changing brands" in fashion.

Universal Standard launched in 2015 to offer shoppers something so unfortunately rare—style without size barriers.

The brand's founders, Polina Veksler and Alexandra Waldman don't believe in separating women's bodies into categories like "plus" and instead offer the same looks and trends for every shopper who wants to rock them.

"We wanted a size 26 to shop in the same way as a size 6," the pair explain on the Universal Standard website.

The new collection with J. Crew goes even further than that, offering sizes 00 to 32 (or XXS-5X), and it's proving that historic brands can learn from the new kids on the block. J. Crew worked with Universal Standard on this collection, but the Universal Standard influence on J. Crew is not going to end there, the established retailer is learning from the start-up's success.

"This collaboration is part of a much larger sizing rollout for J.Crew," J. Crew's chief merchandising officer Lisa Greenwald told Who What Wear . "This summer and fall, you'll begin to see more of your favorite J.Crew styles in additional sizes and accessible to more people as we work toward inclusive sizing across categories."


The 22 piece Universal Standard for J. Crew collection is classic J. Crew with a twist, and as Waldman of Universal Standard explains in a YouTube video posted by J. Crew :

"It has that wonderful Americana [vibe] that J. Crew is famous for with its stripes and ginghams. It also has modern, clean pieces which is our hallmark. I think that this collaboration is going to make a lot of women, hopefully, very happy."

We think so, too.



Universal Standard for J.Crew jersey long-sleeve maxi dress in stripe $130