Now there is: J.Crew hired Johanna Uurasjarvi as its new creative director earlier this summer. Her background is somewhat at odds with the J.Crew vernacular, which could be interesting: She spent 15 years designing for the bohemian, billion-dollar brand Anthropologie, and later joined West Elm. At both companies, she worked with Jim Brett, J.Crew’s new CEO, and over the past few months, the duo have been hard at work on a major, exciting project: a full-blown J.Crew relaunch. Today, their new, forward-thinking vision is debuting on the brand’s website; here, Uurasjarvi spoke to Vogue about the new look and her plans going forward.

For starters, a 2018 relaunch couldn’t ignore the topics of inclusivity and diversity. “J.Crew is a well-loved, iconic American brand, and we’re updating it to reflect the America of today and of the future to be more inclusive, more diverse, and more modern,” Uurasjarvi says. “We live in such exciting times, with social media and new ways of communicating, where style is led by customers and is no longer one singular look, but more varied. Diversity, individuality, and personality are celebrated. This ecosystem is so inspiring for J.Crew as a leader in American style, and [I’m hoping to] bring a more inclusive, eclectic perspective to fashion.”

J.Crew has recently embraced size inclusivity, starting with a Universal Standard collaboration, and online shoppers have likely noticed the women’s pieces are now photographed on models who are size 2, 8, and 16—not just one “sample size.” It’s a smart, how-did-we-not-think-of-this-sooner idea that allows customers to actually see themselves in the clothes. Further to that, J.Crew’s new campaign wasn’t even shot on models: Instead, they enlisted a few “crews” of people who are making a difference in America, including Brooklyn United, a performing arts group for inner-city youth; City Growers, a New York nonprofit that educates children about food; Save the Waves, a California nonprofit working to protect coastal ecosystems; Girls Inc., the New York organization that inspires girls to be “strong, smart, and bold”; and even a few associates from J.Crew’s own stores across the country. “We’re resetting the values this brand has always embraced for today’s world—more inclusive, accessible, diverse, and modern,” Uurasjarvi says.

As for the actual fashion, she suggested that J.Crew had started to feel a bit one-note. “We’re still embracing the preppy look but [also] adding other elements to our mix as well,” she says. “I see a big opportunity with our wear-to-work category, with new fabrics, lighter colors, and beautiful patterns that will be feminine, elegant, and modern. We’re celebrating the mood of confident femininity that’s happening in the world.” That means designing pieces with a little room for interpretation, so they aren’t telling shoppers how they’re “supposed” to wear something. “Today’s customer wants to create their own style, and it’s our job to inspire that in many different and new ways.”