Iconic Australian brand JAG undergoes makeover

17 October 2019

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The campaign stars Australian model heavy weights Jordan Barrett, Montana Cox, Gemma Ward, Tom Bull and Shanina Shaik.

Iconic Australian brand JAG has undergone a makeover, unveiling a new campaign that reintroduces and repositions the brand to a new audience.

Leveraging the enduring free spirit of JAG and its 47-year history, JAG introduces ‘unearthed’– a campaign that indulges in the beauty of connectivity – to the environment, the JAG brand ethos and to the brands considered and conscious approach to quality, premium designs.

The campaign provides a platform to tell the evolved brand story, fronted by Australian model heavy weights; Jordan Barrett, Montana Cox, Gemma Ward, Tom Bull and Shanina Shaik.

Launching on October 16, the new look campaign for High Summer 19 was shot in New York City by renowned photographer Will Davidson and styled by Sara Smith.

The High Summer 19 collection is a reflection of the newfound JAG brand experience, heavily influenced by the casual, calm lifestyle of coastal Australian living.

With natural cotton, organic linen and Turkish denim fabrications core to the range, the tonal palette is heavily focused on whites and neutrals with pops of khaki, butter yellow and terracotta.

A marketing campaign will be led across both traditional anddigital channels, including OOH media to support the launch.

Focusing on curating a mindful and minimal wardrobe by investing in key quality pieces instead of fast fashion, JAG is moving towards a more considered and conscious approach.

While sourcing ethical fabrications and craftmanship, JAG is still ensuring the range is accessibly priced, but not at the compromise of quality.

“We love the simplicity of well-constructed product and the feeling of natural fibres against the skin. The team and I are very conscious of our impact on the planet, so our focus is on creating with purpose – garments that are relaxed, resilient and remind us to slow down and be present," says Elisha Hopkinson, creative director, APG & Co

JAG is stocked exclusively at David Jones as well as being available online and in the two JAG freestanding stores in Sydney Central and Bowral, with more stores planning to open throughout 2020.

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