Australian brand Sally Jones Lingerie has relaunched as SJ Lingerie under new ownership.
The original founder, Sally Jones, has taken a step back from the company, and Katie Rackley has stepped forward as the new owner and creative director.
“Sally Jones Lingerie has officially transformed into a dark and sophisticated self, launching exclusively online as SJ Lingerie. With a new name and new direction, SJ Lingerie will create luxurious lingerie pieces with a bold and provocative appeal under the guidance of its new owner,” the company stated on its website.
Rackley added: “SJ Lingerie is about creating an experience that goes further than the bedroom. With intricate detailing and bold designs, the collection is blurring the lines between under and outerwear, which is what I’m most excited about.”
Jones will still play a major role in the label’s new path, working closely with Rackley on new design ideas, reports thefashionspot.com.
“Sally will continue to co-design the upcoming collections and oversee the manufacturing of all SJ garments,” she told the news site, without divulging the reasons behind the company shakeup.