New York, Feb 18 : J. Crew creative director Jenna Lyons has said that the fact that Michelle Obama loves wearing clothing from her brand is “the most incredible gift that keeps on giving.”

Lyons told ABC News that she is thrilled to see Obama regularly sporting J. Crew cardigans, skirts, and dresses.

She added that the company doesn’t plant items in Obama’s closet by sending her gifts, and it is Obama herself who prefers wearing the company’s clothes.

“She doesn’t call in any special favours. They don’t ask for any discounts. It’s pretty unbelievable,” the New York Post quoted Lyons as saying.

“She still continues to wear the product without any help from us ... They go to our website and they purchase just like anybody else,” she added.

Obama’s devotion has seemingly had a big effect on the brand. When Obama confessed to Jay Leno in 2008 that she was wearing head-to-toe J. Crew, the brand’s stock reportedly shot up by 8.2 percent.

Still, Lyons reveals that J. Crew doesn’t jump at every chance to get their clothes on famous bodies and said she turned down a request to dress an unnamed celebrity for the Oscars.

“We just got asked to do something for somebody for the Oscars, literally this morning,” said Lyons.

“I said, ‘When are the Oscars? Two weeks? No way.’ We can’t turn samples and make really good-quality clothes on such a tight timeline. I certainly love the idea, but we’re not set up that way,” she added. (ANI)