# Sophisticated London Lookbooks Jigsaw is the New Fast-Fashion Retailer in Town By John Ibbitson | Published 2013-01-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jigsaw References: [aw12lookbook.inside-jigsaw](http://aw12lookbook.inside-jigsaw.com/) & [thebrunettesfashion.blogspot](http://thebrunettesfashion.blogspot.ca/2013/01/jigsaw-gives-other-fast-fashion.html) Jigsaw is a UK-based, [fast-fashion retailer](https://www.trendhunter.com/trends/asos-inspired-by) that offers contemporary takes on classic British styles for women, men and children. Accessories and apparel from the label have an air of sophistication to them, come in a diverse range of energetic colors and patterns, and are very reasonably priced to boot. The brand also has its own line of [chic bedding products](https://www.trendhunter.com/trends/sense-of-togetherness) for those who want to bring the London look to their home. So whether you prefer the look of luxurious wools or [rich plaids and tartans](https://www.trendhunter.com/trends/maison-amorys-gingham-edit), Jigsaw has a piece for you that will make others think you are off to a countryside manor for tea and finger sandwiches with Prince William -- or even better, Prince Harry. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 77% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Classic British Styles:** Disruptive innovation opportunity: Creating a fast-fashion brand that offers contemporary takes on classic British styles for a global market. - **Sophisticated Accessories and Apparel:** Disruptive innovation opportunity: Developing a brand that offers sophisticated accessories and apparel in energetic colors and patterns at affordable prices. - **London-inspired Home Décor:** Disruptive innovation opportunity: Designing a line of chic bedding products and home décor items that bring the sophisticated London look into people's homes. ### Where This Applies - **Fast-fashion Retail:** Disruptive innovation opportunity: Leveraging technology and supply chain efficiencies to deliver fashion-forward pieces inspired by classic British styles at affordable prices. - **Fashion Accessories:** Disruptive innovation opportunity: Creating a brand that offers high-quality, sophisticated accessories in vibrant colors and patterns, catering to a modern and fashionable customer base. - **Home Décor:** Disruptive innovation opportunity: Reinventing home décor by offering stylish bedding products and other items that capture the essence of the London aesthetic, appealing to customers seeking a sophisticated and trendy home environment. ## Related on Trend Hunter - [Rugged Fashion-Forward Jackets](https://www.trendhunter.com/trends/fjackets-affordable-fashion.md) - [Fashion-Forward Insulated Jackets](https://www.trendhunter.com/trends/moncler-and-jw-anderson.md) - [Timeless Clothing Collections](https://www.trendhunter.com/trends/burberry-classics.md) - [seasonal spring wardrobes](https://www.trendhunter.com/trends/british-watersports-collegiate-prep.md) - [Eclectic Collaboration Fashion Capsules](https://www.trendhunter.com/trends/pleasing-and-jw-anderson.md) - [Circular Non-Shrink Apparel](https://www.trendhunter.com/trends/john-lewis-3.md) - [Europe-Based Vintage Stores](https://www.trendhunter.com/trends/loveshackfancy.md) - [Vibrant Collaborative Geometric Fashion](https://www.trendhunter.com/trends/roksanda-1.md) - [Fisherman Style Collaborative Fashion](https://www.trendhunter.com/trends/jw-anderson-x-uniqlo.md)