J.Crew launches new affordable swim line

By

Cassidy Mantor

Published
Jan 31, 2018

J.Crew has launched a new affordable line of mix-and-match swim pieces called J.Crew Playa. The entry price point is under $23 for a bikini top or bottoms, compared to in-line swim separates which start around $50 each.

The collection launches with a 22-piece collection of bikini separates and one-pieces. Fresh solid colors ranging from blush pink to bright jade, prints and stripes tell J.Crew's traditionally preppy story at a price point that is approximately half of the brand's regular in-line swim product.

The company introduced the collection on Instagram as, "Not your basic beach" and its official website calls J.Crew Playa "Our brand-new, very colorful, very mix-and-matchable swim collection…that shows off just a little more skin."

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The Playa collection is being positioned as an affordable entry point to J.Crew's swim category. While an in-line swim one-piece is priced at $128, the one-pieces in the Playa line begin at the $50 price point.

While the launch announcement was made yesterday online, there is already a headed dialog on J.Crew's Instagram about the selection of models for the campaign and lack of diversity. Certain users have accused the brand of showcasing "too many bones" in the launch campaign as well as not showing enough diversity overall, while others are coming to J.Crew's defense.

Sizes currently offered for Playa range from XXS to XL. The launch collection is available online and in select stores, and certain pieces are available for pre-order with estimated ship dates in March.