Literary fame is normally measured in best sellers, Pulitzer Prizes and late show appearances. But Patrick Radden Keefe, a staff writer at The New Yorker, has achieved a level of celebrity that most of his literary peers have probably never even considered: He has been a fashion model.
Days into the new year, J. Crew released Instagram shots of Mr. Keefe modeling the brand’s zip-up Harrington jacket, knee-length trench coat and a suit and tie. Some of the outfits, like the trench coat over a navy suit and brown flecked tie, are quite “All the President’s Men,” casting Mr. Keefe, 48, in the throwback image of a hard-nosed reporter.
While Mr. Keefe described his swipe-and-you-missed-it modeling stint as a “lark,” he is not the first New Yorker luminary to model for a fashion label — and a mall-bound fashion label at that. In 1989, Joan Didion, then a year into contributing for The New Yorker, modeled in a Gap ad alongside her daughter, Quintana Roo. The pair, in matching black turtlenecks, looked like the chicest beatniks on the block. Ms. Didion was billed simply as “writer.”
On its Instagram, below the images of Mr. Keefe, J. Crew described him in loftier — though, of course, accurate — terms: “award-winning staff writer at The New Yorker and New York Times best-selling author.” “Say Nothing,” his nonfiction tome about the Troubles in Northern Ireland, was adapted into a Hulu series.
Indeed, Mr. Keefe’s literary bona fides seemed to be central to his appeal for J. Crew. “In some of the shots I’m holding a copy of The New Yorker,” Mr. Keefe said. He was happy to shill for his employer. “If there’s any universe in which in that kind of bizarre format you might find a prospective reader,” he said, “I’m down for that.”
Fashion labels often enlist civilians as representatives for their brands — particularly of late. In just the past year, the white-hot Italian brand Miu Miu sent retired 70-something doctor Qin Huilan down its runway, and Loewe cast Sue Kroll, the Amazon MGM Studios head of global marketing, in its ads.
Aimé Leon Dore, Drake’s and J. Crew have tapped hairstylists, costume designers, professors, podcasters and ad executives for their marketing campaigns. The thinking seems to be that professional models, with their gleaming smiles and genetically blessed looks, are too polished.
But a guy with a day job? Now that’s someone the audience can relate to. Bonus, for those that recognize him, Mr. Keefe is also undeniably aspirational.
In terms of believability of the messenger, it doesn’t hurt that Mr. Keefe is a lifelong wearer of J. Crew. “The oldest garment that I have that I still wear is a J. Crew sweater that my mom got me in the ’90s,” he said. “It’s not a massive stretch for me to put on an Oxford shirt and a pair of corduroys.”
The reviews of Mr. Keefe’s turn in front of the camera have been glowing, if cheeky. “The new sign you’ve really made it in magazine writing,” read a Tweet from a journalist colleague. The word “icon” was tossed around in the comments section of a J. Crew Instagram post with the photos. Another comment: “Hot.”
Here, in an interview that has been edited and condensed, Mr. Keefe discusses this career turn, what he makes of the reaction it garnered and if he got to keep any of the J. Crew threads.
How did you get this big modeling break?
I know this guy, Chris Black, who works with J. Crew — I don’t completely understand the capacity in which he works with them, but he does — and he suggested me.
Did you have to clear it with anyone at The New Yorker?
I did get a funny note from Michael Goldsmith, my book publicist at Doubleday. I hadn’t mentioned it to anyone, and he saw the pictures and said, “I think, you know, contractually you’re supposed to give me a heads-up that that’s going to happen.” But no, I didn’t talk to anyone at The New Yorker or anything.
So, why do you think J. Crew cast you?
It’s in the genre of what if we had regular people, what if we had someone who’s not a catalog model, do this kind of thing. They couldn’t get Daniel Craig, and they were like, all right, who’s next on our list?
As Joan Didion once starred in a Gap ad, did you feel as if you were doing a Didion here, following in the lineage of New Yorker writers starring in mall brand ads.
I don’t think I had realized that about Didion. I wish I was high-minded enough to have rationalized it in those terms.
How did it feel stepping in front of the judgmental camera?
Surprisingly, it was fun. Some of this is just being a reporter by temperament. If you drop me into any completely new situation, I’m going to chat with people and ask them about their work and their lives. So a lot of it was me talking with the stylists and talking with the guy who was spending more time on my hair than anyone has in my life.
But I probably wasn’t delivering the full range of expressions and poses that you would get from somebody who had any experience doing this.
Did you have any input on your styling?
There were a couple of things I vetoed. I’m just not someone who is ever going to wear a brightly colored sweater knotted around my neck.
So then, how close are these photos to how you actually dress?
Part of what was comical about this whole experience is that at this point I rarely leave the house. I’ve been working on a book for the last year, so when I’m not reporting, I’m at home in the same corduroys and hoodies every day. I was dressing up as the person I would be if I ever left the house. They kept giving me ties, and I haven’t worn a tie since well before the pandemic, but I had the muscle memory to know how to tie it.
What has been your reaction to the reactions?
My children mock me mercilessly. The pictures came out well — I think — as somebody who doesn’t necessarily photograph all that well.
Did you get to keep any of the clothes?
I did. My son is almost as big as me, and he is now the proud owner of all the shirts I’m wearing in those pictures.
In addition to some free gingham, did you get paid?
Yes. It was enough to count as a nice gesture. But I’m gonna hold on to my day job.
So no modeling agency is banging down your door?
So far it has been deafening silence.
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