First Nations artist Lucy Simpson partners with Australian fashion brand JAG

Phoebe Blogg Published August 10, 2023 at 3.00pm (AWST)

fashion

Designer Lucy Simpson backstage at Country to Couture 2023. (Image: Michael Jalaru)

Known as Australia's original authentic denim and casual lifestyle wear brand, JAG made headlines this week thanks to the brand's recent partnership (JAG X Gaawaa Miyay) with First Nations Artist, Lucy Simpson of Gaawaa Miyay.

Yuwaalaraay Wirringgaa woman Lucy Simpson is the creative director, principal designer and maker behind Gaawaa Miyay – a First Nations process-led studio.

Presenting at this year's Country to Couture event aimed to celebrate both creative powerhouses – JAG and Gaawaa Miyay – presented a collaborative and meaningful capsule collection.

Guided by the timeless, traditional and sophisticated philosophies of First Nations design, Ms Simpson's line of work sees her connect to narratives of country primarily through function and materiality.

Drawing on the inspiration of country and connection, JAG joined forces with Ms Simpson, to design an alluring Spring/Summer 2023 collection – named Of Place – quite like no other.

Partnering with JAG has seen Ms Simpson work across a variety of mediums – including traditional lino cutting, watercolour painting on acetate and natural kangaroo grass exposed onto cyanotype – to create her prints.

Of Place collection by JAG X Gaawaa Miyay on the Country to Couture runway. (Image: Marley Morgan)

Aiming to further focus on the beauty of the land and the implementation of more circular design principles, JAG has ensured the Australian brand utilises natural fabrications including Lenzing Ecovero Viscose and European Linen.

"As part of this capsule, we have employed responsible design principles to ensure we are looking after the land for future generations," JAG Australia said, via their website.

"By working with natural and responsible materials, we have been able to celebrate the beauty of Lucy's print work and her own connection to country and place."

With Ms Simpson's work currently spanning across public art, object design, fibre-based works, ceramics, textiles and glass, she has brought a wealth of artistic freshness to the traditional Australian brand.

"Local narratives, oral histories and stories of place are at the core of Lucy's process-led practice, with a broad range of bespoke, conceptual and commercial site-specific projects developed and delivered over the last 14 years through her work with Gaawaa Miyay", reads the official JAG website.

Of Place collection by JAG X Gaawaa Miyay. (Image: Jesse Lizotte)

Designed to be worn and celebrated in the lands from which they come, all of the Of Place garments reflect the Australian landscape in terms of chosen prints, materiality, motifs and colourways.

With the intention of the entire range being both of and for country, all designs strive to infuse and translate the essence of place – Lucy Simpson's Yuwaalaraay ngurrambaa / special family lands – into beautiful, culturally relevant garments.

Of Place was also created to further reinforce the idea that fashion and clothing can act as a powerful thread between stories, land, and lives.

It is creative collaborations such as these that both the fashion and broader creative industry need to prioritise moving forward.

Collaborative business ventures are a great way to shine a spotlight on the strength and talents of others whilst reaching and educating new audiences.

The full JAG X Gaawaa Miyay Of Place collection can be viewed on the brand's website.

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