Goat launches more accessibly priced smart jersey capsule

By

Sandra Halliday

Published
May 14, 2020

With nobody really knowing just what consumers will want to wear post-lockdown and after several months spent in comfortable loungewear, it's interesting that upscale British label Goat has just unveiled a more accessibly-priced, and comfortable, jersey dresses and separates line.

Under the name Jersey Boutique, the company launched seven styles this week with another eight (five dresses, two tops and a skirt) debuting in June.

The line is all made from jersey, as mentioned, which comes with comfort built in, although in line with Goat’s overall aesthetic, it’s smart enough for office and occasionwear too and pays homage to the brand’s existing popular styles.

Dresses retail at £295, significantly lower than the £500-£600 that the label’s crepe dresses sell for. Separates start at £220.

The label, which received a major publicity boost after being worn by Meghan Markle, is a favourite for high-end careerwear and special occasion dressing. And the new jersey pieces don’t move it away from this area. The look is distinctly Goat with a fitted or semi-fitted silhouette that’s smart with a capital ’S’.

The London-based label’s founder Jane Lewis said the collection has a retro edge and looks back to an era when jersey was less about track pants and more about chic dresses.

Items include the Henriette pencil dress, the Jilly tunic dress and the Jade pencil skirt, with colours ranging from timeless classics such as black and navy blue to seasonal pales or brights such as a muted blue or intense red.

The launch could be a smart move with consumers likely to be watching their spending in the months ahead but still seeking clothes that feel 'special'.