CREATING THE RAW BEAUTY LOOK OF OUR SS23 CAMPAIGN SHOOT

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.

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.

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.

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.

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.

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.

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.

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.

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.​

Yuwaalaraay wirringgaa Lucy Simpson is Creative Director and Principal Designer and Maker behind Gaawaa Miyay, a First Nations process led studio. Lucy’s work is grounded in and guided by the timeless and sophisticated philosophies of First Nations design.

JAG is exploring the next frontier in digital design by introducing 3D Virtual Fashion Technology that is revolutionizing the way we design and develop our apparel. The use of this innovative technology allows us to dramatically reduce sample waste, trial unlimited fabrications and print layouts in turn reducing sample production by over 50% and improving design sustainability ethos.