Emma Chamberlain Shrinks the J.Crew Knit
Introducing the “Tiny Rollneck.”
J.Crew is shrinking one of its staples, and Emma Chamberlain is here to make it feel bigger than ever. The American brand is introducing its new Tiny Rollneck, a shrunken, fitted and slightly cropped take on its signature Rollneck sweater. First introduced as part of J.Crew’s Fall 2025 “New Rollneck Generation,” the classic silhouette has since been reworked through collaborations with independent designers. Now, it’s getting a playful Gen Z update.
To launch the new style, J.Crew tapped Chamberlain, whose blend of fashion, humor and internet culture has made her one of the defining style personalities of her generation. The campaign, shot and directed by Ian Markell, places her in a candy-colored, retro-futuristic world inspired by early-2000s fashion media and video game character-selection screens.
Styled by Chamberlain’s longtime collaborator Jared Ellner alongside J.Crew creative director Olympia Gayot, the campaign gives the preppy staple a more irreverent edge, pairing its new proportions with bright, graphic colors and sporty styling.
The Tiny Rollneck is now available via the J.Crew website, bringing a whole new attitude to the brand’s American-cool wardrobe.
In other news, Tate McRae starred in Calvin Klein’s new denim campaign.
