Blog: Leonie BarrieFirst family effect

Leonie Barrie | 23 January 2009

The new US first family seems to have the Midas touch right now, and one of the main beneficiaries this week was clothing retailer J Crew, which wasted no time in telling the world of its contribution to Tuesday’s inauguration ceremony.

“First inspiration” is how the company’s website describes the outfits it designed for Obama’s daughters Malia and Sasha to wear at the swearing in of the 44th President of the US (in periwinkle and sweet guava, it gushes), while First lady Michelle Obama wore J Crew gloves, cardigan and skirt at various events throughout the week.

The company’s shares soared after telling the world of its contribution to “the most important day in history.” And even the President provided the ultimate celebrity endorsement by wearing a J Crew white satin bow tie to all the inaugural balls.

“We are honoured to have played a part in their inaugural week,” the website proclaims – and no doubt cheered by the extra business it is likely to bring.

 


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