Formerly known as Goat, the favorite fashion outpost among UK trendsetters relaunches as Jane.

After 20 years of dressing Great Britain&#39;s most fashionable ladies, including&nbsp;<a href="https://www.lofficielusa.com/pop-culture/beyonce-shows-support-meghan-markle-oprah-interview-website" rel="noopener" target="_blank">Meghan Markle</a><a href="https://www.lofficiel.co.uk/pop-culture/all-the-times-royals-abdicated-the-crown">,&nbsp;</a><a href="https://www.lofficielusa.com/fashion/kate-middleton-royal-jewels-wedding-anniversary" rel="noopener" target="_blank">Kate Middleton</a><a href="https://www.lofficiel.co.uk/Fashion/kate-middleton-royal-jewels">,</a> and&nbsp;<a href="https://www.lofficielusa.com/fashion/victoria-beckham-young-outfits-fashion" rel="noopener" target="_blank">Victoria Beckham</a><a href="https://www.lofficiel.co.uk/pop-culture/21-years-of-victoria-and-david-beckham-see-the-most-adorable-images-of-the-couple">,</a> the fashion brand Jane is ushering in a new era with its Pre-Fall 2021 collection. Formally known as Goat, the brand&#39;s new name fittingly references its Creative Director, Jane Lewis, who founded the brand in 2001. The transition will officially come on May 12.

&quot;It feels like the perfect time for this natural progression,&quot; Lewis says. &quot;Goat has always been a reflection of my personal style and designing as &#39;Jane&#39; will only strengthen and consolidate my aesthetic and association with the brand. I&rsquo;m incredibly excited to take this next step.&quot;

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&#39; designs. Like Goat, Jane&#39;s clothing reflects the simple luxury associated with&nbsp;<a href="https://www.lofficielusa.com/fashion/london-fashion-1960s-mod-style-twiggy" rel="noopener" target="_blank">British fashion</a>, boasting an understated elegance. Exemplifying this, the brand&#39;s Pre-Fall 2021 collection emphasizes a &#39;<a href="https://www.lofficielusa.com/beauty/twiggy-model-makeup-hair-mod-60s" rel="noopener" target="_blank">60s</a>/&#39;<a href="https://www.lofficielusa.com/fashion/70s-fashion-fall-winter-2021-vintage-inspired" rel="noopener" target="_blank">70s</a>&nbsp;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.

For a better look at the brand&#39;s new life,&nbsp;L&#39;OFFICIEL&nbsp;speaks to Lewis about how she settled on the name change and the direction for the latest collection.

&nbsp;

<img src="https://www.datocms-assets.com/39109/1620247225-jane3.png?auto=format%2Ccompress" />

L&#39;OFFICIEL: This is a big re-branding moment&mdash;how did you settle on the new name?

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.&nbsp;It felt natural to literally put my name to the brand after all this time. 
&nbsp;

L&#39;O: Tell us about what inspired the new collection. Are there any nods to the new era of the brand?

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&nbsp;<a href="https://www.lofficielusa.com/fashion/tie-dye-fashion-history-70s-trend" rel="noopener" target="_blank">&rsquo;60s and &rsquo;70s</a>&nbsp;which I adore, however in the main I created a collection which I truly loved.&nbsp;&nbsp; 
&nbsp;

L&#39;O: Has the last year and the changes in how we get dressed informed your approach for the new collection?

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;

&nbsp;

L&#39;O:&nbsp;What is it about the &lsquo;60s/&lsquo;70s aesthetic that appeals to you as a designer? Any personal connections to this era?&nbsp;

JL: The simplicity. The quality. Those decades embodied a certain freedom and flair. Although decades old, the aesthetic seems ageless to me.

L&#39;O: Do you have a favorite piece or look that sticks out to you in the collection?

JL:&nbsp;Several.&nbsp;I absolutely love the Marni dress for its unwavering simplicity.&nbsp;The Morgan coat paired with the Miller tartan trouser&mdash;very much a daytime look for me.&nbsp;The Montreal shirt dress in camel because it&rsquo;s so unapologetically retro yet chic. 
&nbsp;

L&#39;O: What do you see the Jane woman prioritizing in their wardrobe?&nbsp;

JL: Key pieces as ever. Discerning selection, be it a wonderful&nbsp;<a href="https://www.lofficielusa.com/fashion/best-stylish-winter-coats-shop" rel="noopener" target="_blank">coat</a>, trouser, or shift. 
&nbsp;

L&#39;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?&nbsp;

JL: Probably a wonderful coat. And for accessories,&nbsp;<a href="https://www.lofficielusa.com/fashion/huge-sunglasses-trend-60s-70s-nostalgia" rel="noopener" target="_blank">sunglasses</a>. I collect them.

Jane Lewis Reintroduces British Fashion Label Goat With a New Name

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