Jil Sander's 'seduction Mission'

30 September 2009

0Comments | Comment on this Article

Jil Sander is on a "mission" to "seduce women" with her fashion lines.

The German designer - who has teamed up with Japanese label Uniqlo after a five-year break from the industry - is thrilled with the collaboration because she has wanted her outfits to reach people on a "global scale" for years.

She explained: "I have always been fascinated by the original concept of high street fashion, by the idea of offering attractive, clean-cut clothes to everyone. When I started my own company, I dreamt of seducing women with a style of grown-up beauty, smart, unfrivolous cutting, comfortable quality and a dynamic look. I am still on that mission, and I feel that there is a strong desire on the new worldwide market for clothes of my liking.

The German designer - who has teamed up with Japanese label Uniqlo after a five-year break from the industry - is thrilled with the collaboration because she has wanted her outfits to reach people on a global scale

"If you want to make a real difference in the future of fashion, it makes a lot of sense to engage in a company that has the power to reach people on a global scale."

Jil - whose celebrity fans include Hollywood actresses Kate Beckinsale, Tilda Swinton and Kate Bosworth - also wants to use her designs to hone in the "confusing" choices in stores.

She explained to Britain's The Times newspaper: "There is so much confusing choice on the high street... it is very hard for younger generations to educate themselves on fashion and to get an idea of the progress that has been made. There are not many basics left that serve their original purpose as the basis for an individual look. So much is outrageous, eccentric, over the top."

Jil became known in the 80s thanks to her eponymous label, which she left in 2004, and her strong tailoring and minimalistic approach.

0Comments | Be the first to comment!