Jigsaw creative director’s exit may signal switch to ‘mass appeal’ fashion

An internal memo sent to staff mentions that outgoing creative director Jo Sykes will not be replaced and, instead, a design director will oversee its product offering. Photograph: Bloomberg/Getty Images

It has become a go-to brand for time-poor but relatively cash-rich women. With dresses hovering around the £250 mark and wool jumpers about £100, Jigsaw dominates a new high street sweet spot. It is cheaper than Joseph, higher quality than H&M and British-owned. However, all that could be about to change with a pivot from high-end design to mass high street appeal.

Jigsaw has announced that its creative director, Jo Sykes, is departing to “embark on new opportunities”. Sykes’s exit follows the October appointment of Hash Ladha as chief executive. A retail veteran, he previously worked as group chief executive of Oasis and Warehouse.