J.Crew in Turks & Caicos

Usually I'm a big fan of the J.Crew travel catalogues but May's book? Not so much. The catalogue was shot in the Turks & Caicos, apparently chosen after Creative Director Jenna and her family spent a lovely holiday there. I can corroborate this sentiment - I raved about Grand Turk after spending a few days there during Christmas. So then, with all this, why do the models look like they're having no fun at all? Cheer up, girls, you're being paid to visit the Caribbean!

Seriously. With the first model, I can just imagine her saying, "Daaaaaaaaddy, stop trying to, like, take my picture!" The second model looks like she's mourning the boyfriend who just got washed out to sea. The J.Crew models don't always look cheery but I think these ladies come across as more glum than usual.

Added to that, most of the photos in the front part of the catalogue seem to use a heavy flash (or were taken at sunset), which really dulled the background - often turning Turks & Caicos variegated azure ocean to a pastel mush. I guess it's an artistic thing, but I'm just not sure why you'd spend the money and manpower to stage a shoot in the Caribbean and then not utilize the location's beauty, you know? I've posted one of my own photos to help you out. See what you had to work with?

But then, finally, the outlook starts to brighten on page 82, after we've had about 40 pages of studio shots to forget what happened up front. In the Weddings & Parties section, the wedding party - gasp - looks like it's actually having fun. The girls are smiling! And why shouldn't they? The sun is shining and the sea grass is a-blowin'. And their friends are getting married for what, like the 5th time in catalogue-land?

So yeah, the May catalogue...not my favorite. And not just because they skipped the fun travel notes this round, either. But I have faith in you, J.Crew, that you'll work on this problem and return to redeem yourself. And hey, I still like your sweaters.