The Childlike Magic of Snowfall: A Conversation with Fashion Student Jago

In the midst of London’s creative scene, fashion student Jago is turning emotion into art—one collection at a time. We caught up with him to dive deeper into what fuels his creativity, how fashion school has shaped his vision, and what it means to bring emotion to life through fabric and form.

BNR: What sparked your love for fashion — was there a moment, influence, or experience that made you realize this was the path you wanted to follow?

I would say it has been the excitement and joy that I get from seeing clothing that I find amazing, ever since I can remember. As I’ve grown older I realized this is what I want to create for other people.

(Image from Jago)

BNR: How has being surrounded by other creatives in fashion school shaped your own design identity?

Absolutely, I would say it has definitely allowed me to accept that I am more influenced by a streetwear style, however, I too admire aspects of high fashion - something that the majority of students around me aspire to create. I have realized I like the combination, particularly looking at incorporating my background history in graphic design to add print to my work as well.

BNR: Tell me about your most recent collection you designed—what story are you telling through your pieces?

My most recent collection was; Snow : a childhood emotion

I find that there is a magical aspect accompanying snow. With this project, I aimed to create this magical feeling of snow within my project, looking into the lightness of it, the texture even, and then further aiming to portray this strong emotion of excitement and joy. To achieve this, I have delved into textile research, exploring unconventional materials and experimentation to achieve the look and emotion of the snow. I made the clothing lightweight and do more of a spring/summer collection to display the warmth and comfort I feel in the snow’s presence.

With some of the photos I left them uncut and cropped to additionally tell the story of Raw emotion: The primary goal within this project was to depict emotion - particularly in a child like aspect where moods shift quickly and extremely. Next, I wanted to create a magical aspect to this project, and I feel that I have achieved this in these previous posts, these raw posts however are to highlight how the magic can be amongst us, in a studio, in a house, outside - wherever it is, we have the power to create it.

(Image from Jago)

BNR: What was the most challenging part of bringing your collection to life, and what did it teach you?

I feel like with the goal in this project to truly depict emotion, in a nostalgic way, it was hard to truly display this within solely the garments. I feel that my deep blues were a form of communicating this emotion - displayed within both the garments as well as the backdrop, this was then complimented with my models posing - exaggerated to display a childlike act - extreme with emotion.

BNR: How has your perspective on fashion changed since you started studying it formally — and what’s something you now see differently?

I see so many opportunities - evolving technology, greater ways of communication with people from all around the world, as I’ve started studying fashion formally, I’ve genuinely learnt that the opportunities are endless.

BNR: Have you had any pivotal critiques or feedback during school that completely changed the way you approach design?

The narrative comes first - this is something I have only recently been able to understand, with graphics being primarily focused on the aesthetic yet now I really see how important the narrative is to take the garments to the next level.

BNR: How are you preparing yourself—creatively and business-wise—for launching your own label?

To be honest, I am just taking an approach of slowly and steadily, perfecting my plan and allowing myself to experiment with styles, materials and techniques to then help create an exciting label which will just grow more and more as time goes on.

(Image from Jago)

BNR: How does London impact your creative direction?

Living in London there are opportunities everywhere - and so it has helped to see how many other creatives have allowed London to aid their creative processes - something that I am now doing myself too.

BNR: How do you stay creatively fueled when you're under academic pressure or facing creative blocks?

Keep working, whether this is watching an a24 film or listening to a song that transports me to a creative dimension - just keep getting work out from these inspirations - they’re everywhere. I feel that many times we disguise being lazy or tired as “creative blocks” Instead I try and tell myself to push through and take different inspirations from around me to motivate me to carry on.

(Image from Jago)

BNR: If you could send a message to your future self, 10 years from now as a designer, what would it be?

Stay hungry.

BNR: What would you say you are most proud of yourself about since starting this journey of studying and pursing fashion?

My determination. Throughout this project, I encountered numerous different problems - examples such as my photographer pulling out an hour before the shoot, not being able to afford certain materials, not having any pattern-cutting skills etc. - the list could go on, and although they may seem different at first glance, I feel my approach stayed the same with all of them. First, I made sure to stay calm and rather than see it as a failure, I told myself that there is always a solution as I genuinely believe that everything happens for a reason and will work out how it is meant to. Next, I try and rectify the issue, this can include research, and brainstorming ideas and will often end up asking for help from those around me.

This conversation is presented by BNR. Follow us for more -> @brannewrunway