Resurrecting a brand that has laid dormant for a long time is no easy feat in the fast-paced, fickle world of fashion retail | melly_singer
When fashion brand JAG was last seriously in vogue, Australian model Shanina Shaik was not even born.
The new look is fresh, outdoorsy and youthful, the 2019 equivalent of the acid-wash denim jumpsuits and logo T-shirts commonly associated with the brand of yesteryear. "It hasn’t been in the market for some time. It has an iconic heritage but we want to make it relevant to today," Hopkinson said. "The first thing I wanted to do is look back to its history to see what is the brand known for and its pillars," Hopkinson said. "It's all about great-fitting denim, casual wear – what’s casual wear today and what is the customer looking for today.
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