New Jigsaw Range Confirmed

Jigsaw is launching a major assault on the high street with an 'affordable' women's brand, Kew, due to launch in September in 15 stores.

It is understood that u to a 100 Kew stores are planned nationwide. The brand is aimed at women who aspire to Jigsaw, but want something a bit more affordable. The clothes will be quirky, clean and contemporary, with a focus on separates. According to Design Week, the brand will be positioned somewhere between French Connection and Zara.

Photographer Richard Learoyd was commissioned to shoot images of flowers at London's Kew Gardens, the inspiration for the brand and home to Jigsaw's headquarters. The flowers will be rotated seasonally with the clothes, and applied to bags, swing tags, labels and in-store print material.