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Jason Lingard’s eponymous label is dark and innovative with strong roots in the avant-garde aesthetic. He employs modern draping techniques to create garments that are timeless and trans-seasonal. His aesthetic and process pays homage to the Japanese-draped aesthetic with neo-Gothic touches. 

Drawing inspiration from various influences including nature, new technology, science fiction, contemporary art, music and film. He employs a creative, fluid design process, aiming to create a balance between producing both challenging statement pieces and garments that are more timeless and wearable.

A central throughline in any of Lingard’s collections is for each garment to fit interchangeable body shapes, genders and ages all the while transcending trends and fast-fashion. Central to his ethos is an appreciation for high-end finishings; quality, natural materials such as linen, leather, silk, wool and fine cottons; building a personal relationship with his makers, suppliers and retailers.

In 2020 Jason Lingard launched his diffusion range Gaard; a collection of "not so basic basics" that focussed on tees, jersey dresses and merino knits with shapes inspired by his mainline and a selection of dynamic placement prints.

The Gaard range was born from an Asia New Zealand Foundation trip where Jason –as part of a group of ethically-minded Kiwi fashion designers– explored small local factories in Asia and met with local designers. Settling on two factories in China, we are confident in their quality and also the treatment of their employees.

Every piece is still designed, pattern-made and prototyped in our Wellington studio. Then bulk production is handled offshore.

 Jason Lingard is currently stocked at more than 30 retailers throughout New Zealand and Australia.


Originally studying fashion design in 1999 at Massey University in Wellington, New Zealand Lingard decided to put his studies on hold to pursue his flourishing t-shirt label and interest in graphic design.

In 2002 he opened a co-op creative retail and gallery space on Cuba Street which ran for two years.

In 2004 Lingard relocated to Melbourne, Australia where he worked professionally as an art director in an advertising agency while also exhibiting as a visual artist in multiple artist-run spaces such as Seventh Gallery, Kings Gallery and Platform Artspace.

Unfulfilled creatively by advertising, drawn more to fashion and wanting to move home, Lingard returned to New Zealand to complete his fashion degree at Auckland University of Technology (AUT).

Since graduating Lingard has spent time living in Seoul, Korea working as a teacher and has also taught fashion design at AUT.

Jason Lingard the label was launched in August 2014 at New Zealand Fashion Week as part of the "UNDERGROUND" group show; then again in 2015 as part of a group show with Jimmy D, Lela Jacobs and Nick Von K; and most recently on the main stage as a solo show in 2017.

In November 2019 Jason Lingard opened his flagship store at 27 Ponsonby Road, Auckland.

In 2020 Jason Lingard launched his diffusion range Gaard; a collection of "not so basic basics" that focussed on tees, jersey dresses and knitwear with shapes inspired by his mainline and a selection of dynamic placement prints.