’Daggy’ Australian clothing brand JAG is making a comeback

Once the go-to brand for cargo-wearing dads, its makeover has seen it hailed as “Country Road but hundreds of dollars less”.

JAG models in the early 1990s. Picture: News Corp Australia.

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Until recently, if someone had asked me what I thought about Aussie brand JAG I would have hand on heart declared that it was reserved for the dads, Brads and Chads of the world (to quote Taylor Swift). But these days, the Aussie brand has had a serious revamp.

Back in its heyday, JAG had serious street cred and was worn by celebs including Mick and Bianca Jagger, Cher, Jackie O and more.

But by the late 2000s it had well and truly fallen into the daggy clothes category.

Until now.

Rave model Nicole Anderson wearing Jag flag jeans and co-ordinating Jag denim bustier in 1993. Picture: News Corp Australia.

Model Larissa Brdar wearing Jag jeans in 1993. Picture: News Corp Australia.

From ‘dad’ brand to flying off the shelves

Paige Carmichael used to think of JAG as a “dad brand” but now that couldn’t be further from the truth.

In October last year, the PR and marketing specialist posted a video about her shock that JAG was her “new favourite brand”, sharing her top pieces. The video racked up over 160,000 views and almost 400 shares.

She’s now done both organic and paid promotional content for the brand but, like a lot of JAG’s new fans on Instagram, her love of its womenswear designs is genuine.

Ms Carmichael believes JAG’s resurgence isn’t just about their new style direction, but about how well the pieces last.

“It’s the quality and value for money which is such an unexpected surprise for younger shoppers like myself,” she tells news.com.au.

“My dad’s generation expects quality but this is not something that’s standard practice now in the fast fashion world.”

JAG Winona Flaneuse Corset Dress. Picture: Instagram/@paigecarmichael.

JAG has now gone viral on social media multiple times for its fashion-forward new pieces, which includes a tropical linen dress that Ms Carmichael sold out in 20 minutes the first day it was released.

“Obsessed with this dress,” wrote one fan on Ms Carmichael’s post, while another wrote that it was a “flattering style for everyone”.

Kayla linen pintuck pant and vest. Picture: Supplied.

The Kayla Linen Vest and Pintuck Pant have also been big winners.

“Mark my words these will fly off the shelves,” Ms Carmichael says of the combo.

Plus, if you’re looking to invest in quality and keep it for years, this is the one to go for.

“It will probably be something I have in my wardrobe for years to come and rave to my own daughter about one day,” she adds.

JAG Eden cotton relaxed shirt. Picture: Instagram/@miss.ella.binney.

Maddi shiny slip dress. Picture: news.com.au./Claudia Coy.

The new JAG, our verdict

This week news.com.au checkout attended a special preview of JAG’S new pieces and, like Ms Carmichael, we couldn’t get over the quality for the price.

Think Country Road but hundreds of dollars less. I seriously couldn’t believe it.

The Eden cotton relaxed shirt was at the top of my list, despite the fact we’re coming into winter. The matching set is the easiest way to wear a top and shorts yet somehow look put together. You can’t go wrong.

Meanwhile, news.com.au checkout social media editor, Claudia Coy, was obsessed with the Maddi shiny slip dress. Crafted from a silk-like material, it felt so soft but also fit on the body so beautifully and was so flattering.