I don’t like to stereotype but I think we all have a picture of who the Jack Wills customer is, or certainly who it used to be. Three words: young, private school, Sloaney’s. That’s all I’m saying! But, as someone who does own a Jack Wills jumper (for slobbing round the house) and who definitely wasn’t private-schooled, there is the odd exception to the rule! But since Richard Nicoll became the creative director of the brand it’s understandably moving in a slightly different direction.
Nicoll is a regular on the fashion week catwalks, displaying his laidback, sports-infused approach to design-a concept that he has injected into the Jack Wills aesthetic. Paisley bomber jackets, gingham jumpsuits, fit-and-flare dresses and modern, no-fuss florals maintain a young audience whilst moving it into a more modern age. And not a baggy sweatpant in sight!