AW22 Scotland redesign Runway show
Photos by Kevin Linnett
SS22 “Your OOD, your look”
This photoshoot saw the launch of our new fav accessory, the OOD! Paired with our new Patch sweaters, fingerless mitts and slouch bag.
Chloe Helena Duff - Photography
Iman - Model
Jolene Guthrie - Stylist
Looks by Poppy - Makeup artist
Sunglasses - Spex Pistols and Danielle Rattray
AW21 “Come on a journey with Jo-AMI”
This collection saw the launch of our Anna dresses and vests, alongside the cropped checkmate zip up and new check Kiki tote colours! This photoshoot was produced into a short film by Chloe Helena Duff for Scotland Re-Designed Fashion festival and we will be sharing it soon!
Kathryn Rattray - Photography
Chloe Helena Duff - Videography
Maisie Farrer, Marley Baker - Model
Jolene Guthrie - Stylist
Sunglasses - Spex Pistols and Danielle Rattray
SS21 Jo-AMI Hoody Launch -
Kathryn Rattray - Photography
Emily Bartle-Haigh - Model
Jolene Guthrie - Stylist
Sunglasses - Spex Pistols, Dundee
SS21 Tee Patch Launch - “A Summer’s Day”
Kathryn Rattray - Photography
Annie Hosie, Maisie Farrer, Owen Pyle - Models
Jolene Guthrie - Stylist
AW20 “Autumn Adventure”
This shoot focused on the Bella beanie and all it’s beautiful colours with different Autumnal outfits.
Kathryn Rattray - Photography
Jolene Guthrie - Stylist and model
AW20 “Styling at home” Shoot
We created a stylish living space inside a gallery to create this homely yet artistic feel to the shoot. The Ami gilet was the main focus of the shoot, highlighting it’s versatility though unisex styling and ultimate comfort dressing.
Kathryn Rattray - Photography
Aaliyah Fleming, Ben Gowans - Model
Jolene Guthrie - Stylist
SS20 Sock Launch
Our first ever sock launch! This collection featured the Jo-AMI and JA sock designs with 4 colours in each design. Our socks were designed with a balance of bright and neutral colours to cover all unisex outfit options.
Kathryn Rattray - Photography
Anna Lyall, Benjamin Ager - Model
Jolene Guthrie - Stylist
SS20 Shoot
This shoot saw the first reveal of our Checkmate style and highlighted the versatility of our Lucy crochet crop tops with multiple styling options.
Kathryn Rattray - Photography
Olivia Adam, Farida - Models
Jolene Guthrie - Stylist
“Twist” AW19 Collection
Our first collection launched under Jag Knitwear when I started the brand in late 2019. These styles have all been developed on from my previous work with a commercial eye. The collection includes versatile knitwear that adds a pop of colour to your wardrobe and where the Bella beanie was born!
Kathryn Rattray - Photography
Maisie Farrer, Cammy Fraser - Models
Jolene Guthrie - Stylist
“Revival” SS19 Lookbook
Retro inspired designs with flashes of block colours and textures that create fun, versatile and contemporary garments and accessories. Documented in a spring summer lookbook, shot in iconic locations across Dundee.
Photography by Kathryn Rattray
Sunglasses by Spex Pistols
Jolene Guthrie - model and stylist
"Re-Interpret" A/W 17
To interpret an idea, etc. in a new or different way.
“Re-interpret", an award winning MA project explores the translation of sound that is found in knitwear production areas into a contemporary design response whilst retaining key traditions of the Scottish knitwear industry. This results in a unisex knitwear collection, which captures these qualities.
The importance of industrial work spaces are highlighted through this project which will allow consumers to reconnect and celebrate their heritage.
Kathryn Rattray - Photography
Annie Hosie, Jamie Vincent - Models
Jolene Guthrie - Stylist
"Tied Together" S/S 17
Explores the differences between the production of male and female garments by developing unisex garments with structures and patterns that act as the fastenings. "Tied Together" discovers new innovative approaches to knitwear design elements that imitate suggested fastenings, can alter a silhouette and finally be styled into a non-gendered item of clothing.
Kathryn Rattray - Photography
Annie Hosie, Gareth Graham - Models
Jolene Guthrie - Stylist
"Contrasting Harmony" S/S 16
"Contrasting Harmony" is a womenswear collection with two distinct stories that are inspired by my strong relationship with my twin brother and our close upbringing.
Floral, textural and lace techniques have been developed to convey female characteristics and contrasted with graphic patterns, block colours and stripes to highlight the differences of male and female identity through textile exploration.
Analysing our diverse yet similar traits has allowed me to produce a juxtaposition of surfaces that sit harmoniously together. Each collection is designed with a set character in mind that evokes the essence of their personalities. David Bowie and Elle Woods were chosen from ‘Legally Blonde’ as both have contrasting personas, yet similar outrageous undertones. Although both stories are aesthetically opposing they both complement each other.
Kathryn Rattray - Photography
Annie Hosie - Model
Jolene Guthrie - Stylist
