From J.Crew to LoveSeen, How Style Icon Jenna Lyons Is Manifesting Creativity

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In 2017 when the president and executive creative director of J.Crew Group and overall style icon, Jenna Lyons, stepped down from the company, the fashion industry was anxiously awaiting her next move. Throughout her 27 years at J.Crew, Lyons fearlessly worked to reshape the brand’s identity through new styles, photography, and collaborations that epitomized that signature J.Crew aesthetic. Lyons became the brand’s face with a style and eye that was to be unmatched. The New York Times dubbed her "The Woman Who Dresses America,” and she was featured on Time magazine’s 100 Most Influential People list. While Lyons will have a profound, lasting influence on the fashion industry, she has now shifted her authentic, creative talents to the beauty industry.

This September, Lyons announced her new beauty line, LoveSeen, marking her first major project since leaving J.Crew. Lyons collaborated with renowned makeup artist Troi Ollivierre to design a modern, inclusive line of faux eyelashes with 14 unique sets of lashes and, of course, a distinct brand identity. Created with the mission to embrace all beauty aspirations, Lyons embarked on this new endeavor to break the whole stigma around fake eyelashes.

In addition to the launch of LoveSeen, Lyons has also been producing and filming a new TV show, Stylish with Jenna Lyons, a hybrid of a documentary and reality show featuring her. The show will premiere on HBO Max on December 3rd. Head to Apple Podcasts or Spotify to subscribe to Second Life and to listen to this new episode and hear why Lyons decided to explore her passion for beauty and, specifically, why eyelashes. Keep scrolling to discover LoveSeen’s offerings.