The fact that JSD implements sustainable ethical and environmental best practice right across our operation was a huge plus in winning the account for Liz Earle Naturally Active Skincare. This respected UK beauty brand believes passionately in responsible sourcing and works closely with providers to improve the environmental impact in everything it does. Liz Earle liked the fit with our JSD ethical focus. Its brief was to create a range for the ‘own shop’ and concessions staff which is crisp and fresh, with the look of natural fibres – clothes that are easy to wear, functional and, above all durable.

Liz Earle had previously sourced uniforms from the US in natural organic 100% linen, cotton and silk fabrics. They found the range impractical as garments creased and colours faded. Such poor durability and functionality meant a top-up of the range twice a year, and escalating costs.

“We updated the previous look in functional fabrics, creating a more brand focused collection and accentuating the primary house colour – a sharp cool aqua,” explains JSD in-house designer, Christina Burke. “We wanted to give Liz Earle ladies – across a broad range of ages, shapes and fit – a more contemporary look. The new JSD designs have a defined cut that shows off the body shape and makes their teams proud to wear them.”

The new look dress is slender and flattering, with a neat waistline and panels that accentuate and lengthen the lines of the body. A white tunic for Spa staff (worn with trousers) mirrors this dress shape, but with pleats so that the design is not restricting and wearers can carry out their Spa duties while looking stylish. The collection’s statement piece is the cardigan: JSD redesigned this as one item, relaxed yet chic.

The emphasis is on comfort and easy-care practicality. Working with one of our most reliable mills, we produced a linen look fabric that requires minimal ironing. It has the look and feel of pure linen without all the disadvantages.

The new beauty uniform has been a real hit with our staff and customers and captures the essence of the Liz Earle brand.