TikTokers can't stop talking about the style of J.Crew's new womenswear design chief, and it's boosting brand image

• J.Crew's new womenswear and kids design chief has gained a large fan base online.
• Olympia Gayot posts weekly mirror selfies of her outfits, which largely include J.Crew products.
• These images are being shared widely on TikTok, helping to boost the brand image.

J.Crew's new womenswear design chief is whipping the TikTok fashion crowd into a frenzy.

41-year-old Olympia Gayot has built up a fan club online by posting weekly mirror selfies to her Instagram page from her office at J.Crew's New York HQ. These photos, showcasing many of her favorite daily J.Crew looks, are being shared on TikTok by fans – helping to elevate the brand image online, and according to J.Crew: boost sales.