rollacoaster
Jigsaw is famous for it’s menswear, with the London flagship store being the place to be seen in the Nineties. You could say they had lost their way in recent years, ageing out with their customer. We wanted to make the brand cool again. I used a more fashion approach to the creative and this resulted in Wonderland’s ‘little brother’ menswear magazine, Rollacoaster, placing the advertorial.
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As Lisa Armstrong pointed out in The Telegraph, Jigsaw was amazing in the 90s but then it lost its mojo. I remember the John Pawson-designed store and Juergen Teller campaigns and it was even successful enough to have snooty PRs who could afford to ignore you if your publication wasn’t cool enough for them… Props to the brand for taking risks again.
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DISNEY ROLLER GIRL
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…this collection covers so many bases and is as conservative as it is brave
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ALL THINGS MENSWEAR