Jigsaw: advert-body-2 by The Corner

London clothing company Jigsaw has launched the second leg of its ‘Lived Not Modelled’ campaign, created by advertising agency The Corner. The activity, promoting Jigsaw’s Autumn-Winter 2016 collection, includes the highly-anticipated seasonal takeover of Oxford Circus tube station which fans have come to love.

The launch of the AW16 range celebrates intense moments of beauty and emotion in everyday wear of Jigsaw clothing, instead of the controlled poses preferred by the wider fashion industry and brand campaigns. ‘Lived Not Modelled’ extends Jigsaw’s ‘Style and Truth’ brand message, launched by The Corner in 2014, and showcases the clothing through a series of striking and intimate takes on the ‘everyday’ style.