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
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