Jenna Lyons has made waves in the fashion industry, particularly during her time as the creative director and later president of J.Crew, where she spent nearly three decades shaping its identity. Her departure from the brand in 2017 marked the beginning of a new chapter filled with diverse ventures. This transformation saw her stepping into the world of reality TV as a cast member on “The Real Housewives of New York City,” co-founding a sustainable false eyelash brand called LoveSeen, completing a significant tenure on Shake Shack’s board, and taking on the role of creative executive director at FundamentalCo, a consulting agency backed by the private equity giant, Blackstone. Lyons has embraced her multifaceted career with gusto, constantly seeking new avenues to express her creative instincts.
Reflecting on her time at J.Crew, Lyons highlighted the comfort found in a structured routine. “I knew what my life was going to look like,” she explained, sharing her desire to challenge that predictability by exploring a multitude of opportunities. Her approach emphasizes the importance of embracing uncertainty and leveraging the various experiences life has to offer. Lyons has always been drawn to risk-taking, rooted in her learnings from the economic downturn of 2008, which shaped her outlook on business strategy. Instead of recoiling in fear, she encourages companies to take targeted risks during downturns, transforming challenging times into opportunities for growth and innovation.
Lyons’ philosophy centers around a balanced approach that harmonizes intuition with data. She expressed the potential pitfalls of relying solely on analytics, warning that it can lead to “analysis paralysis.” Yet, she believes that gut feelings must be tempered with insight from a diverse team. “Don’t hire people who look like you or think like you,” she advises, emphasizing the value of different viewpoints in refining ideas and strategies. This belief underscores the need for communicative collaboration and thoughtful listening, which can unveil insights that might be overlooked in overly one-dimensional discussions.
A pivotal aspect of her success, Lyons asserts, lies in understanding the brand’s core purpose—their “why.” She distinguishes between a logo and a holistic brand identity, suggesting that a well-articulated brand ecosystem helps align teams with a shared vision. This alignment is essential for avoiding confusion and navigating the complexities of a constantly evolving market. In her role at FundamentalCo, Lyons relishes the chance to engage with a wide variety of companies, tapping back into the practical work that motivates her. Her renewed involvement with different sectors, such as beauty and finance, ignites a passion for creativity and functional problem-solving.
Lyons has also observed significant changes in the beauty industry, noting a shift from singular beauty ideals to a more inclusive understanding of what beauty means across diverse demographics. She reminisces about a time when beauty standards felt narrowly defined, drawing from her Southern California roots, yet recognizes that brands are gradually beginning to resonate more deeply with consumers’ desires for representation and individuality. This evolution suggests a promising future where beauty embraces authenticity and variety, paralleling Lyons’ philosophy of prioritizing the core elements that matter while eschewing unnecessary complications.
As Lyons shares her wisdom, a recurring theme is the importance of communication and connection within a team. She cautions against the distractions that can dilute focus, recommending leaders actively engage with their teams and remain grounded in what truly matters. The proliferation of options can lead to confusion; thus, keeping the core of the business infallible is imperative. By advocating for simplicity, clarity, and continuous interaction, Lyons champions a strategy that empowers teams to thrive amidst challenges, fostering an environment that is conducive to creativity and resilience in the fast-paced world of business.
