Journal/Responsibility/JAG X GAAWAA MIYAY


31 Jul 2023

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For our Spring / Summer 2023 collection, we have take inspiration from our connection to country and place as we strive to employ more circular design principles at JAG.

In partnership with First Nations artist, Lucy Simpson of Gaawaa Miyay, we have co-created a collection drawing on the beauty of the land. As part of this capsule, we have employed responsible design principles to ensure we are looking after the land for future generations. Lucy has worked across a variety of mediums to create her prints, such as traditional lino cutting, watercolour painting on acetate and natural kangaroo grass exposed onto cyanotype. We have chosen to print these styles on natural fabrications including Lenzing Ecovero Viscose and European Linen. 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.

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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. Guided by the timeless and sophisticated philosophies of First Nations design, Lucy connects to narratives of country through function, materiality and transfer through a wide range of applications spanning commercial, conceptual, and community-based projects and collaborations across a wide range of media and design processes. These span from public art and object design to fibre-based works, ceramics, textiles and glass. 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.

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This range is both of and for country, with designs (motif / pieces / colourways) infusing, transforming, and translating the very essence of place (Lucy Simpson’s Yuwaalaraay Ngurrambaa / special family lands) into tactile experiences and relationships. Through this collaboration, Gaawaa Miyay and JAG join together to bring the stories and language Of Place to our collective consciousness through everyday wearable pieces designed to be worn and celebrated in the lands from which they come (the mighty Australian landscape).



Mapping country; looking upon and understanding country as one big vast interconnected story of systems and relationships (macro and micro).



A design which speaks of wind, change, and the transformation that blows across plains country with the coming of new seasons.



This design represents the visual markers of time and movement that are etched across country, and the lessons that come from being in tune with the natural world.



A design which speaks of wind, change, and the transformation that blows across plains country with the coming of new seasons.




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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.

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16 Nov 2023 | 

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.

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14 Sep 2023 | 

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.

14 Sep 2023 | 

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.

31 Aug 2023 | 

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.

11 Aug 2023 | 

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.​

7 Aug 2023 | 

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.

24 Jul 2023 |