Opinion | J. Crew drops anchor in Hong Kong

Sequins are all the rage at J. Crew's headquarters in downtown New York. It's 9am and the company's well-dressed staffers are buzzing about in glittering tops, jackets and skirts accessorised with neon cashmere, men's button downs, striped tees and chunky crystal jewellery.

Wearing so much bling at this time of the morning would be considered poor taste anywhere else in the world, but taking fashion risks has made J. Crew one of America's most successful brands.

It wasn't always an arbiter of style. The company began as a humble fashion catalogue in the 1980s, offering preppy American classics. Sales took a nosedive in the '90s, but changed course when turnaround king Millard "Mickey" Drexler - of Ann Taylor, Banana Republic and The Gap - took over as CEO in 2003.

Today 40 million copies of the catalogue go out every year. It could easily rival a copy of thanks to its glossy fashion editorials and styled merchandise that is more luxurious than its democratic price points suggest. Colour-blocked Italian cashmere sweaters, Italian-made leather ballet flats and eye-catching prints from old fashion houses are among the offerings.

As a result, those who wear J. Crew are fiercely devoted. The Obamas wear it, Oprah buys its cashmere in bulk and there's a loyal online following. The latest total revenue figures from the company stand at a healthy US$525.5 million.

Now J. Crew is spreading its wings globally. It's set to expand into Asia with the official opening of its first outpost at Lane Crawford next Thursday, to be followed by standalone stores in 2014.