Knowles has attended a few of the brand’s fashion week presentations, and she went to the CFDA Awards with Jenna Lyons, and had this to say about her:
I mean, we’re friends first. I of course love what she does at J.Crew. I just think it embodies my style in that it has so much color and texture and character but it’s classic with great tailoring and I think if you have one you have to have the other. And she’s just so freakin’ cool. What else can I say?
The quirky style of Knowles does seem to fit better with Madewell than J.Crew, she fits the brand aesthetic perfectly and it’s nice to see someone who looks a bit different from everyone else.
Take a look at the behind-the-scenes video from the campaign shoot