Jade Cropper designs are beautiful in their own right, without the need for their celebrity backing. But, it never hurts to be loved by the A-list. When LA’s most photographed stepped out wearing the label in 2021, Jade Cropper was thrust into the fashion spotlight. Was it scary? “​​It’s surreal and incredibly rewarding to see my designs connect with so many people,” reveals Cropper. “The success validates the hard work, creativity, and risks that have gone into building the brand, and it inspires me to keep pushing boundaries and challenging myself”. Which is great news for us and other Jade Cropper super fans, who are drawn to her strong and confident designs that exude an edgy attitude.

A label known for constantly exploring sustainable and innovative materials to create high-quality and timeless items that people will treasure for years, Cropper describes the latest AW24 collection as “a true celebration of individuality and empowerment, designed to take on the shape and personality of the wearer”. She points out adaptable elements like hook-and-eye closures, zippers, and clasps, “allowing wearers to adjust the look to their own preferences –showing as much or as little as they choose”. Available on Fabric of society, one of her favourite pieces - the Asymmetric Layered Jacket, is made entirely from deadstock material and perfectly encapsulates the mood of the collection, “bold and unique but still approachable and practical for different occasions,” she muses.

The brand has found a loyal following in the Middle East too, perhaps due to Cropper’s keen eye for customisation and for the wearer to express designs in their own way. “I believe customers in the Middle East are drawn to the brand because of its focus on bold, innovative designs that feel timeless and wearable,” she explains. “There’s a strong appreciation for craftsmanship and unique aesthetics in the region, which aligns with my approach to creating pieces that are both statement-making and versatile. Additionally, the sustainability aspect of our brand resonates with an audience that values ethical fashion. I’ve become more mindful of creating designs with lightweight, breathable fabrics too and pieces that offer versatility for layering, making them suitable for both modest and contemporary styling.”

The AW24 collection has landed on Fabric of Society, with our favourite pieces being the Denim Asymmetric Jacket (so much so we’ve had to ban our stylists from using it on any more shoots!) and the collection’s twisted jeans, which are the perfect example of how to elevate denim this season. There is a willingness to take risks in Cropper’s designs, and she notes how in recent years Scandinavian fashion has shifted towards more daring and expressive designs, a shift where Jade Cropper leads the way.

Finally, it has to be asked, what or who’s next for Jade cropper? “There are definitely a few people I’d love to dress. Someone like Zendaya comes to mind—she has such a confident style and a talent for making any look feel effortless yet powerful. And, of course, Rihanna—she’s the ultimate fashion icon, known for redefining trends and pushing boundaries, which is exactly what I aim to do with my designs”.