Jane Lewis Reintroduces British Fashion Label Goat With a New Name

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

After 20 years of dressing Great Britain's most fashionable ladies, including Meghan Markle, Kate Middleton, and Victoria Beckham, the fashion brand Jane is ushering in a new era with its Pre-Fall 2021 collection. Formally known as Goat, the brand's new name fittingly references its Creative Director, Jane Lewis, who founded the brand in 2001. The transition will officially come on May 12.

"It feels like the perfect time for this natural progression," Lewis says. "Goat has always been a reflection of my personal style and designing as 'Jane' will only strengthen and consolidate my aesthetic and association with the brand. I’m incredibly excited to take this next step."

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' designs. Like Goat, Jane's clothing reflects the simple luxury associated with British fashion, boasting an understated elegance. Exemplifying this, the brand's Pre-Fall 2021 collection emphasizes a '60s/'70s 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's new life, L'OFFICIEL speaks to Lewis about how she settled on the name change and the direction for the latest collection.

L'OFFICIEL: This is a big re-branding moment—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. It felt natural to literally put my name to the brand after all this time.

L'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 ’60s and ’70s which I adore, however in the main I created a collection which I truly loved.

L'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’m quite analytical about each collection and don’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.

1 / 3

sleeve clothing apparel long sleeve person human blouse skirt

pants clothing apparel person human female sleeve

sleeve clothing apparel long sleeve person human

L'O: What is it about the ‘60s/‘70s aesthetic that appeals to you as a designer? Any personal connections to this era?

JL: The simplicity. The quality. Those decades embodied a certain freedom and flair. Although decades old, the aesthetic seems ageless to me.

L'O: Do you have a favorite piece or look that sticks out to you in the collection?

JL: Several. I absolutely love the Marni dress for its unwavering simplicity. The Morgan coat paired with the Miller tartan trouser—very much a daytime look for me. The Montreal shirt dress in camel because it’s so unapologetically retro yet chic.

L'O: What do you see the Jane woman prioritizing in their wardrobe?

JL: Key pieces as ever. Discerning selection, be it a wonderful coat, trouser, or shift.

L'O: Your brand’s motto is “less is more.” But if you’re going to give your outfit a little extra something to indulge a bit, what’s your go-to?

JL: Probably a wonderful coat. And for accessories, sunglasses. I collect them.