NAME Shailina Parti COM­PANY Jig­saw

The Mail on Sunday - You - - Fashion Report -

Fash­ion re­tail is in 53-year-old Shailina’s blood: her par­ents, who ar­rived from In­dia in the 60s, worked in the rag trade, own­ing a num­ber of Lon­don bou­tiques, and as a teenager Shailina was a shop as­sis­tant in Next, Top­shop, Benet­ton and Har­rods. She joined the (now in ad­min­is­tra­tion) her­itage brand Jaeger’s grad­u­ate train­ing scheme in the early 90s and spent 20 years work­ing her way up to head of buy­ing. Af­ter a brief stint at Mon­soon, she joined Jig­saw in 2014, where now, as prod­uct di­rec­tor, she over­sees the de­sign, buy­ing and mer­chan­dis­ing teams. She lives in West Lon­don with her hus­band and their 17-year-old twin son and daugh­ter. in the past but felt it had lost its way and they be­came bored with it,’ she says. ‘So my job has been to take this brand with great DNA and re­fresh it – give it back its mojo.’ In the midst of a high street teem­ing with unashamed cat­walk rip - offs, Shailina has had the con­fi­dence to plough Jig­saw’s own fur­row, nod­ding to high fash­ion trends if rel­e­vant but ig­nor­ing them if not. ‘We use the cat­walk as a gauge rather than study­ing it too closely,’ she says. ‘For in­stance, there are a lot of over­sized, dou­ble-breasted blaz­ers around at the mo­ment, but we’ll tweak the de­sign to size eight in my early 20s and be­ing a fit­ting model at Jaeger to now, in my 50s, be­ing a size 14. My life has changed, as has the way I dress. But I still feel I can look as good now as I did then. And I want Jig­saw to do that for all women.’ Shailina is also big on field re­search, ad­mit­ting to hav­ing hun­dreds of pap-style pho­tos on her phone taken of ran­dom women she has spot­ted wear­ing Jig­saw. ‘It’s use­ful to see how they style the pieces and I still get a real buzz when I see some­one in our clothes.’

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