J Crew, London

We've noticed recently that these guys always switch their window lights off at night time so its always tricky to capture what they do.  But not this time as we visited during the daytime.  There appears to be a leaning towards repetition of various objects happening in their schemes recently and this one, using ice creams does look rather interesting (as a background at least)  We just wish the brand would organise their mannequins and bust forms into some kind or narrative (other than a Police line up) to generate a little bit of excitement rather than applying any styling at all and using this generic presentation formula? 

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