Iconic American brand J.Crew opens its fourth London store, at 16 Sloane Square, we check out their #JCrewlovesbees campaign and the SS15 collection

Following the launch of J.Crew’s Regent Street store, opened in November 2013, the iconic American brand have opened their fourth London location. And what better place than Sloane Square? Bringing sharp tailoring and a classic American aesthetic to the UK, the new store is serving up some of the most covetable items around this winter. Aside from the new store, it’s been a big week for J.Crew, having also launched their #JCrewlovesbees campaign with conservation charity Buglife, which culminates with four exclusively designed t-shirts from artist Emma Smith from which the proceeds go to charity. So after creating the world’s largest vertical garden with over 8,000 plants, all chosen to attract bees and help them pollinate, this week saw the unisex hand illustrated Save The Bee t-shirt collection go on sale.

J. Crew have also been busy across the pond, having presented their SS15 collection at NYFW. Think slouchy denim, relaxed outerwear, structured leather and sharp tailored shirts. There’s also a most covetable iridescent clutch bag we can’t wait to get our hands on. Preview the collection here: