APG & Co. brand Jag has undergone a makeover, with the business revealing a new brand direction in its new high summer 'Unearthed' campaign. 

The campaign repositions and reintroduces the brand to a new audience, giving consumers an insight into a new Jag brand experience. 

The brand is moving towards a more considered and conscious approach, encouraging consumers to invest into a minimal wardrobe instead of fast-fashion. 

APG & Co. creative director Elisha Hopkinson said that she hopes the new direction will remind consumers to slow down. 

"We love the simplicity of well-constructed product and the feeling of natural fibres against the skin.

"The team and I are very conscious of our impact on the planet, so our focus is on creating with purpose – garments that are relaxed, resilient and remind us to slow down and be present," she said. 

The Unearthed campaign is heavily influenced by the casual, calm lifestyle of Australian coastal living and features natural cotton, organic linens and Turkish denim fabrications. 

A neutral colour palette features throughout the new collection, with pops of khaki, yellow and terracotta peppered throughout the line.

Alongside its new direction Jag is also planning to open further standalone stores in 2020 to accompany its freestanding stores in Sydney Central and Bowral. 

The new Unearthed collection will be available through David Jones, the Jag stores and website. 

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