<p>Formerly known as Goat, the favorite fashion outpost among UK trendsetters relaunches as Jane.</p>

<p>After 20 years of dressing Great Britain's most fashionable ladies, including <a href="https://www.lofficielusa.com/pop-culture/beyonce-shows-support-meghan-markle-oprah-interview-website" target="_blank" rel="noopener">Meghan Markle</a>, <a href="https://www.lofficielusa.com/fashion/kate-middleton-royal-jewels-wedding-anniversary" target="_blank" rel="noopener">Kate Middleton</a>, and <a href="https://www.lofficielusa.com/fashion/victoria-beckham-young-outfits-fashion" target="_blank" rel="noopener"><span>Victoria Beckham</span></a>, the fashion brand Jane is ushering in a new era with its <a href="https://www.lofficielusa.com/fashion/dior-pre-fall-2021-collection-shanghai-fashion-week" target="_blank" rel="noopener">Pre-Fall 2021</a> collection. Formally known as Goat, the brand's new name fittingly references its Creative Director, Jane Lewis, who founded the brand in 2001. The transition will officially come on May 12.</p>
<p class="p1">"It feels like the perfect time for this natural progression," Lewis says. "Goat has always been a reflection of my personal style and designing as 'Jane' will only strengthen and consolidate my aesthetic and association with the brand. I&rsquo;m incredibly excited to take this next step."</p>
<p>While the label began as a line of luxe cashmere pieces, Jane has evolved into a fully-formed ready-to-wear brand, though cashmere still remains at the heart of Lewis' designs. Like Goat, Jane's clothing reflects the simple luxury associated with <a href="https://www.lofficielusa.com/fashion/london-fashion-1960s-mod-style-twiggy" target="_blank" rel="noopener">British fashion</a>, boasting an understated elegance. Exemplifying this, the brand's Pre-Fall 2021 collection emphasizes a '<a href="https://www.lofficielusa.com/beauty/twiggy-model-makeup-hair-mod-60s" target="_blank" rel="noopener">60s</a>/'<a href="https://www.lofficielusa.com/fashion/70s-fashion-fall-winter-2021-vintage-inspired" target="_blank" rel="noopener">70s</a> aesthetic with knee-length skirts and rounded necklines. Each piece is a clear nod to the time period and its sleek lines and mod bent.</p>
<p>For a better look at the brand's new life, <em>L'OFFICIEL</em> speaks to Lewis about how she settled on the name change and the direction for the latest collection.</p>

<div>
  <div><em>L'OFFICIEL: This is a big re-branding moment&mdash;how did you settle on the new name?</em></div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">Jane Lewis: It was a very easy, seamless decision to name it Jane. It felt apt and as the Founder and Creative Director, the collections have always reflected my aesthetic.</span><i style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;"> </i><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">It felt natural to literally put my name to the brand after all this time.</span></div>
  <div><em style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px; background-color: #ffffff;"><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;"><br />L'O: Tell us about what inspired the new collection. Are there any nods to the new era of the brand?</span></em></div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">JL: The collection embodies all the design simplicity I so admire. I focused on sharp, clean silhouettes which resonated with me and I tried to distill and refine all the designs in order to achieve that. There is a strong nod to the </span><a href="https://www.lofficielusa.com/fashion/tie-dye-fashion-history-70s-trend" target="_blank" rel="noopener" style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;">&rsquo;60s and &rsquo;70s</a><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;"> which I adore, however in the main I created a collection which I truly loved.&nbsp; </span></div>
  <div><em style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px; background-color: #ffffff;"><br />L'O: Has the last year and the changes in how we get dressed informed your approach for the new collection?</em></div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">JL: In as much as I have continued to heavily edit the collection to consolidate it. I&rsquo;m quite analytical about each collection and don&rsquo;t like to over-design. My approach was to adhere to my profound belief in style over fashion and to create wonderful pieces that can stand the test of time. A thoughtful approach to dressing and to encourage investment pieces to wear with care and respect.&nbsp;</span></div>
</div>

<div>
  <div>L'O: <em>What is it about the &lsquo;60s/&lsquo;70s aesthetic that appeals to you as a designer? Any personal connections to this era?</em></div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">JL: The simplicity. The quality. Those decades embodied a certain freedom and flair. Although decades old, the aesthetic seems ageless to me.</span></div>
  <div><em style="letter-spacing: 0px;"><br />L'O: Do you have a favorite piece or look that sticks out to you in the collection?</em><span><br /></span></div>
</div>
<div>
  <p><em><u></u><u></u></em><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;"><span>JL: </span>Several.</span><i style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;"> </i><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">I absolutely love the Marni dress for its unwavering simplicity. </span><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">The Morgan coat paired with the Miller tartan trouser&mdash;very much a daytime look for me. </span><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">The Montreal shirt dress in camel because it&rsquo;s so unapologetically retro yet chic.<br /><br /></span></p>
</div>
<div>
  <div><em>L'O: What do you see the Jane woman prioritizing in their wardrobe? </em></div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">JL: Key pieces as ever. Discerning selection, be it a wonderful </span><a href="https://www.lofficielusa.com/fashion/best-stylish-winter-coats-shop" target="_blank" rel="noopener" style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;">coat</a><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">, trouser, or shift.</span></div>
  <div><em style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;"><br />L'O: Your brand&rsquo;s motto is &ldquo;less is more.&rdquo; But if you&rsquo;re going to give your outfit a little extra something to indulge a bit, what&rsquo;s your go-to?</em></div>
</div>
<div>
  <div><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">JL: Probably a wonderful coat. And for accessories, </span><a href="https://www.lofficielusa.com/fashion/huge-sunglasses-trend-60s-70s-nostalgia" target="_blank" rel="noopener" style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; background-color: #ffffff; font-size: 0.9375rem; font-weight: 400; letter-spacing: 0px;">sunglasses</a><span style="font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 0.9375rem; letter-spacing: 0px;">. I collect them.</span></div>
</div>

Jane Lewis Reintroduces British Fashion Label Goat With a New Name

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