28 Jun 2012

Paws for thought....

I was excited to be contacted yesterday about a press release for the new fashion collection 'Jam' Not heard of this yet? It's the beautiful new collection by Jameela Jamil who has collaborated with Very.co.uk as part of their celebrity style section.

You may have seen I've been quick off the starting blocks already with Jam as I have already purchased the Ponteroma Pinefore Dress and have the Printed Shirt with Shoulder Pads on back order. I think this line is going to be a huge success what do you think? 
Let me introduce you further to the line and the thought process behind it.

Jameela Jamil reveals a quirky collection for real women..........

Whether she’s interviewing celebs on the T4 couch or posing for the paps on the red carpet, television presenter Jameela Jamil always looks enviously chic. With her tiny waist and endless legs, the Londoner is the perfect model for pretty much every type of outfit going.
So when it came to getting her paws on her very own fabulous fashion line for Very.co.uk, we assumed the designs would exclusively be for the size zero population. But the London gal has happily proved us wrong, producing a 25-strong collection of quirky pieces ‘for girls who like their cake.’ It ranges from a size 6-20 and won’t break the bank either, coming in at an affordable £20 - £120.

According to Jameela, the JAM collection is a ‘body-con free zone’ (phew!) to help every woman feel beautiful. She’s gone all-out with a vibrant colour palette to help her style fans of all sizes. And her playful designs are sure to inject a much-needed dose of colour into our autumn/winter wardrobes.

Paw Jumper - £55

Jameela put her style where her mouth is at the JAM launch earlier this month. She provided sweet treats, vol-au-vents and cocktails as part of a mad hatter’s tea party theme. The girl herself looked gorgeous in a JAM red floral maxi dress, with a long side split to show just a tantalising glimpse of leg. Jameela says that this is the statement dress that every girl needs in her wardrobe, looking just as fab on a walk in the park as it does putting a bit of glamour into a hot Friday date.

One Shoulder Maxi Dress

For more pictures see of the launch party -



There are plenty of other statement pieces to choose from in the JAM collection, from bum-skimming skater skirts and girly prom Summer Dresses to retro jumper dresses and quirky pinafores. And the T4 darling hasn’t forgotten about everyday style either, with a collection of instant style classics such as skinny rib polo necks and slouchy cardigans – she’s even designed her perfect jeans! Jameela’s statement paw print design is one of the key features of the fashion line, but there’s also a host of floral and polka dot prints to get your retail pulses racing.

Aside from her vibrant maxi dress, Jameela’s favourite piece from the Very collection is the orange raincoat, which was named The Kevin after her beloved make-up artist. The bright colour might not be everyone’s cup of tea, but it’s guaranteed to turn a few heads if you’re bold enough to pair it with plain black jeans, a top and boots
Best of all, the JAM collection is available to buy now and with the British summer taking a year off, why not inject some of Jameela’s autumn style into the festival season? Her frill sleeve playsuit will help to liven up the damp weather, even if you do have to pair it with some muddy wellies.

I know so far I am super impressed with the debut range and will be adding more Jam to my wardrobe :) Have you seen anything you might buy?

Urban Butterfly x



  1. Think I need to check out her stuff, that paw jumper is cute. E x

  2. I absolutely love the maxi dress, it's stunning. Will most definitely be checking that out for the pending holiday!

  3. I am loving the first looks, have you any idea when the shirt is coming in honey - you are becoming my JAM expert ;)

    I am going to order the pinafore dress, as I think it will be fab for now, and then with the shirt or a nice thin jersey underneath for winter

    1. I think you will love the dress :) The shirt should be coming into stock in a few weeks time x

  4. Loving the range, can't make my mind up what to buy! Great addition to their celebrity list...


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