JAG X JESS KENT

Sit down with us as we chat with Jess Kent—the talent behind our limited edition capsule release.

What was your inspiration behind the capsule?

This capsule was inspired by European summers, long lunches with friends, and days spent by the ocean. I thought about how I usually spend my time during the warmer months and what I typically wear. I wanted each piece to bring a bit of fun into your wardrobe while still being versatile and timeless. Blue, one of my favourite colours, features throughout the collection, along with butter yellow—the colour of the season! The Sunshine print, showcased in a shirt/short set, strappy maxi, and JAG’s iconic corset mini, exudes summer! When I think of Australian summer, I picture outdoor lunches with friends, sunset drinks, and beach days with my family. I really wanted that to be my biggest inspiration.

Why did you choose to work with JAG?

JAG is an iconic Australian brand that I love for many reasons, the main one being that it’s female-founded and led. When I met the team at my initial design meeting, I was so inspired by their passion and creativity. The longevity of their pieces is what drew me to the brand. For me, when adding to my wardrobe, I look for timeless, high-quality pieces that will last through seasons, and I love that JAG embodies that.

Tell us a bit about the capsule process, from initial inspiration and design to your very own shoot.

I had an initial design meeting in March this year, where we went through prints, colours, and mood boards, discussing fine details like bead colours and print placements. I wanted pieces that could be worn as a set but also work individually or complement existing pieces in your wardrobe. I love how you can mix and match many of the pieces—versatility is key for me. The Lobster set nearly didn’t make the cut as we were ensuring the capsule pieced together nicely, but I think it all translates well and tells a beautiful story. My fiancé, Jordan, and I shot the campaign images together—just the two of us.

The piece you'll be wearing on repeat this summer?

The Lobster set is my favourite! I love how versatile it is—you can wear it over a bikini to the beach or dress it up for dinner or lunch, taking you effortlessly from day to night.