BEHIND THE SS24 COLLECTION
2 Aug 2024
SPRING SUMMER 2024, INSIEME FUORI | BEHIND THE DESIGN
We sat down with JAG Head designer, Katie Von Dadelszen, to learn about her inspiration behind our new season collection.
Tell us a bit about this collection.
The collection was designed as a celebration of the warmer months, of being outside with friends. We have had fun playing with colour and print to create a sense of fun and femininity. Each month, the palette builds on the month prior, so the outfitting options are endless. I love how we have taken our most loved essentials and reimagined them in new stripes, fabric, and print.
What was the inspiration behind “insieme fuori”?
I was particularly inspired by travel and summers spent in Europe. Gathering with friends outside, sipping on cocktails and eating yummy food. Sharing stores, making new memories, and laughing until we cried. This concept then translates all the way from our colours and fabrications to our prints. You’ll find cocktails, seafood, even beach umbrellas and sunbathers.
All of the prints are hand painted by our amazing inhouse textile designer and artist.
Insieme Fuori means “together outside” and that’s just what JAG is all about. Our pieces are relaxed yet every detail and finish is considered and carefully crafted.
Tell us a bit about what summer looks like for you.
Summer is all about the outdoors for me. Most weekends, you’ll find me at the beach or at the park catching up with friends enjoying a beautiful picnic or enjoying dinner at sunset after a swim at the beach. I love the versatility of our pieces, and how easily they outfit. I can wear our slip dress to the beach or the bar. All I need is to modify my accessories. I live in our Gigis and Cindy shirts too – over swimmers, they are the perfect set for on the go!
Tell us about the design process and print creation.
I start each season by building my creative concept, working with the design team on trend boards and then fleshing out the colour palette. What are my core colours, what are the accents and what are the must have trend pops? From there, I'll lay out initial ideas for print handwriting for each drop. Then, I work with our textile designer and our designers. We use the concept board and my product plan to plan out the prints for the season. I loved the idea of capturing an element of the outdoors almost like a garden, so our designer came up with the idea of these beautiful floral motifs that he hand painted and then added almost postcard type frames to capture each flower.
Insieme Fuori is Italian, so we had fun using European names for all the motifs. The next step is fabric selection. Then, we start designing! We sketch by hand on iPads to flesh out our ideas; drape garments and fabrics on our mannequins and then build the technical design pages so we can get the styles developed by our amazing vendors.
The look you’re most excited for?
I’m obsessed with the postcard slip dress and shirt dress. I love how the print translates in both fabrics. The slip is crafted from a beautiful drapey viscose. It’s so beautiful on the skin and falls perfectly. I’ll be living in the linen shirt-dress on the weekends over my swimsuit at the beach. I love the breathability of the linen and the vibrancy of the colours in the print.
I hope you love this collection as much as we do! Love, Katie x
share:
SHOP THE OUTFIT
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
+ QUICK ADD
RELATED ARTICLES
CELEBRATING INSIEME FUORI
This week, we hosted friends of the brand at Poho in Double Bay to preview our upcoming collection.
INTRODUCING THE MOSAIC PRINT
JAG’s newest mosaic print is inspired by a European summer and the intricate architecture and designs that come with it.
SPRING SUMMER LAUNCH
We hosted a long lunch in Brisbane last week to celebrate the launch of our new collection. Friends of the brand came dressed in new and upcoming SS24 outfits, which paired perfectly with the beautiful food at Bianca Restaurant in Fortitude Valley, Brisbane.
OUR FAVOURITE PRINTS THIS SPRING
SS24 offers a vibrant ode to the joys of warmer weather, presented in a diverse new range. This season, we invite you to explore our edit of statement prints and compliment-ready colors that evoke a future nostalgia for sunlit adventures with friends.
5 ESSENTIAL LINEN PIECES FOR THIS SPRING
Spring is the perfect season to indulge in this breezy and chic fabric, celebrated for its breathability and effortless style. Here’s why you should make linen your go-to choice this season.
DIGITAL DESIGN + INNOVATION
Fashion has ever been evolving, and with it – the technology that surrounds it. JAG is one of the Australian brands at the forefront of digital 3D fashion design, building the use of this technology into our design, manufacturing and marketing process. Read more about the process here.
THE CHRISTMAS GIFT GUIDE
This festive season, transform your gift-giving into an art with our handpicked selection of JAG lifestyle essentials. Whether you're shopping for the fashion-forward friend or the style-savvy family member, we've got you covered. Make sure you’re the favourite child this Christmas by surprising your loved ones with gifts that go beyond the ordinary.
JAG ON YOU - SS23
Explore the world of JAG, as we see how our customers like to style some of the best pieces of the season. Ultra-versatile and made for a relaxed, laid-back summer aesthetic, our Spring Summer collection embodies a coastal Australian lifestyle. Get inspired by some of our faves, who show us how to seamlessly style the best of JAG's summer collection.
IN CONVERSATION: LUCY SIMPSON OF GAAWAA MIYAY
I graduated from UNSW Art & Design in 2009 and established Gaawaa Miyay in the same year. My connection to design and making started at an early age, as a young girl making jewellery from emu feathers and echidna quills for family and friends (by-product of big family and community meals) as a way of maintaining connections - a holder of country and a tactile vehicle of exchange.
HS23 LAUNCH EVENT
Taking place in JAG's new office space in the heart of Sydney, Australia, friends of the brand attended an intimate showcase in celebration of JAG's upcoming HS23 collection launch. Guests included Anna & Tim Robards, Amy Castano & Aaron Evans, Geegee Ferguson, Kate Darvill, Paige Carmichael, among others. Take an exclusive look into the event.
CREATING THE RAW BEAUTY LOOK OF OUR SS23 CAMPAIGN SHOOT
In the wake of our SS23 campaign shoot, we're thrilled to share with you some insider beauty tips from our favourite hair and makeup artist, Nisha Van Berkel who has offered us some of her top tips for glowy skin and a natural radiance to help you step into the new season with a natural glow.
THE SPRING DRESSING REPORT
As nature awakens from its winter sleep, so too does our wardrobe. Spring offers the perfect canvas for a reinvention of your style, with a palette of vibrant hues, lightweight fabrics and versatile outfits suitable for the heat of the sun, and the cooler chill of a breeze. JAG offers an array of spring outfit ideas that easily blend comfort with elegance and a touch of seasonal whimsy.
COUNTRY TO COUTURE
It was an honor to be a part of the Indigenous Fashion Projects runway show this August, showcasing our JAG x GAAWAA MIYAY capsule, titled 'Of Place'. Country to Couture is a runway show held on Larrakia Country in Darwin, where First Nations textiles, fashion and art collide in a colourful showcase of creativity from across Australia. Country to Couture is a contemporary way of cultural storytelling, and sharing knowledge.
THE JAG DAD GUIDE
Make him a JAG DAD with our ultimate list of easy gifting pieces for the everyday dad. Treat the man in your life to a gift from our inspired edit, featuring must-have linen travel pieces, luxe watches, everyday basics for him and more.
NEW SEASON: SS23 OF PLACE
For Spring / Summer 2023 we have taken inspiration from one's connection to country and place as we strive to employ more circular design principles at JAG.
FIBRE 101: LINEN
You might have noticed that we’re a little obsessed with linen. It’s one of the oldest cultivated fibres in human history, with most of the world’s linen being grown on the coastal band of Western Europe stretching from Northern France through to Belgium and the Netherlands. Linen fibres are thicker and longer than cotton, which gives it the strength and longevity that JAG products are known for.
