When Jane Lewis founded her label Goat sixteen years ago, she did so with the intention that women would wear and re-wear the pieces she designed, for years to come, without them ever looking dated.
Surely there is no better affirmation that this principle has worked than seeing the Duchess of Cambridge today wearing her Redgrave coat once again, a piece that has been on rotation in her wardrobe since she was pregnant with Prince George back in 2013.
“We are delighted that the Duchess of Cambridge continues to wear Goat,” Lewis told The Telegraph today, undoubtedly pleased that the collarless, single-breasted jacket which is now a staple in her collections every season, will see yet another spike in demand from fans.
This is the second time in as many weeks that Kate has worn pieces from the London-based line, after buying a new Eloise tunic dress in burgundy to give a speech at the Place2Be forum. Despite the fact that Goat isn’t a maternity fashion line, the Duchess seems to repeatedly turn to Lewis’s designs when she is expecting - its fuss-free lines and quality fabrics presenting easy, failsafe looks for anyone with a changing figure. The Eloise is likely another piece we’ll see her wearing again and again in the future.
“I’ve tried very hard to be very discreet,” Lewis told The Telegraphof her approach. Despite dressing Victoria Beckham, Kim Sears, Sienna Miller et al from her boutique on London’s Conduit Street, her label is still very much an in-the-know name. Lewis has said that she has consciously chosen to stay as a small business, not allowing Goat to become over-exposed, or pander to fast fashion trends. “It’s much cooler and more chic to be under the radar,” she said. “We’ve been dressing the great and good for a very long time.”
“My motto is style over fashion, because style endures,” Lewis continued. “If you are a stylish person, you are likely to invest in pieces and wear them in your own way.”