To launch its new A/W collection, Jigsaw is running a “Love Immigration” campaign which challenges the meaning of “British Style”.
It challenges xenophobia, too, by stating there’s “no such thing as 100% British” or, indeed, 100% any nationality, since among our ancestors, someone was almost certainly an immigrant “because none of us are the product of staying put.”
We know what we mean by British Style and we think Jigsaw’s elegant tailoring, knockout knits and amazing accessories epitomise British Style. But Jigsaw is saying that since the brand’s launch in 1970, so many people and cultures have contributed to Jigsaw’s success that it is impossible to describe it as “British.”
Peter Ruis, CEO of Jigsaw, feels fashion should acknowledge the debt it owes to diversity and “to immigration in its broadest sense.”
Explaining why diversity is essential, he says: “As a clothing brand, Jigsaw couldn’t do what it does if people weren’t free to move around. We need beautiful minds from around the world, working with beautiful materials from around the world to make beautiful things for people around the world.”
Jigsaw’s campaign asserts that “fear, isolation, and intolerance” will hold us back, while “love, openness, and collaboration” will take us forward. We are all part of a “vibrant, tolerant, global” community, adds Mr Ruis, noting that 16 countries were involved in sourcing or manufacturing Jigsaw’s Autumn/Winter 17 collection, while people of 45 different nationalities contributed to its creation.
As part of this campaign, Jigsaw collaborated with Ancestry.co.uk, who invited Jigsaw staff to take DNA tests, as part of a supporting social-media campaign, which launched on October 13.
Russell James, a spokesman for Ancestry.co.uk, explains that the DNA tests “look back over thousands of years” during which time, people from across the globe have travelled to, and settled in Britain, meaning that “people living in Britain today are such a genetically diverse group that finding anyone with 100% British DNA would be statistically improbable.”
From such diversity, Jigsaw’s truly stunning A/W17 collection is born. Here are some of our favourite pieces. And if you shop now, you get a £20 gift card when you place an order for more than £125 before 6th November.
The beautiful Grace coat with its contemporary-yet-timeless cocoon shape is back for the new season. In pure wool it has flap pockets, bold buttons and a back pleat.
We love a blazer and this beautifully tailored one in black denim perfectly demonstrates the versatility of blazers and of dark denim. Paired with a skirt or matching tailored trousers. It is the perfect way to introduce a modern touch to work-wear. Then, voila, with a switch of accessories and some statement jewels it is perfect for evenings and parties while a third option is to layer it over a long jumper and jeans for relaxed weekend wear.
This adorable top is given a cool and contemporary look by this Nordic Crest design, inspired by traditional Nordic folk prints. With ¾-sleeves and side split details, it is perfect to wear with jeans, trousers or culottes for work or weekends.
This bold-hued silk dress is part of Jigsaw’s ‘English eccentrics’ collection that takes inspiration from the Bloomsbury group and its Bohemian lifestyle. This clean cut dress in 100% silk makes for a truly vibrant and stand-out look for occasions or parties, while knee-length flat boots and a big tote make it office-friendly..
This ‘A by Jigsaw’ pleated midi skirt is also part of Jigsaw’s ‘English eccentrics’ collection inspired by the Bloomsbury group. This knife-pleated skirt, in a very on-trend mix of clashing colours, is in a silky-textured fabric with waves of bold colour. We love it paired with this silk roll neck. But we could add a tailored blazer and a roll-neck sweater in a dark neutral to create an elegantly on-trend work-wear look.
This stylish coat is a key shape for this season. In an Italian wool-mix, it has an oversized fit and is styled with a generous collar for a statement look. We love it worn with that clashing red sweater clearly on show, but we could wrap an oversized scarf at the neck to make it work with everything in our closet.
Cut in a velvety-textured delicately flocked fabric inspired by the work of British snow artist Simon Beck, this luxe midi-length dress with V-neck and long sleeves hangs gorgeously. It works perfectly for parties, but worn with and without a blazer, and with a switch of footwear and bags, it works for day-to-night dressing, too!
We think Jigsaw’s new campaign is brilliant! What do you think? Comment in the box below. And don’t forget about that gift card when you place an order for more than £125 before 6th November!
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