Sally Jones Lingerie Relaunches Under Different Name and New Leadership

Luxury Australian-made label Sally Jones Lingerie has just relaunched under its new name of SJ Lingerie as Sally Jones, the original founder, takes a step back from the business and Katie Rackley moves forward as the new creative director and owner of the brand.

“With the internal changes as well as the new direction of Sally Jones Lingerie, we felt that it was the best possible time to relaunch,” Katie explains, without neglecting Sally’s 20-year experience in the lingerie industry. “We wanted the label to have fresh appeal to new customers but also reflect its heritage.”

While the label specialising in exquisite and sophisticated lingerie pieces will continue using fine fabrics like French lace, delicate silks and Italian tulle, meaning nothing but the finest fabrics as a second skin for SJ customers, the relaunch will expectedly see a few changes for the elegant brand. 

Katie tells theFashionSpot that the label will be “creating pieces that blur the lines between under and outerwear” by moving away from the use of underwire and sticking to a more refined colour palette of white, black and nude. “We love the fine line between intimate lingerie and lacy outerwear,” she says.

And although there’s a lot of new and exciting changes for the brand, previous owner Sally will still play a big role in the label’s new path, working closely with Katie on new design ideas. “Sally will continue to co-design the upcoming collections and oversee the manufacturing of all SJ garments,” Katie tells us.

To have a gander at the label’s amazing new look, see our gallery below or head on over to the brand’s online store where SJ Lingerie is sold exclusively. For any purchase you make, a percentage of the profit will support the Desert Flower Foundation, helping to end female genital disfigurement.