Jason Jules: On ageless style

Meet Jason Jules, the face of our AW25 campaign. A model, creative director, author, editor and stylist, Jason started his career as a promoter in London’s jazz clubs, but has since evolved into an authority on style and the cultural forces that have shaped menswear. We recently caught up with him after the AW25 shoot.

Did you have any connections to Moss before the shoot?

I've always been interested in the brand for as long as I can remember. It was one of the few brands that my dad would go to get clothing. We hired suits from Moss for my 21st birthday, a boat party, which were amazing. I have a picture of me wearing mine, but I had refused to wear the bow tie correctly. I didn't tie it up. Those memories came to my mind at the very end of the shoot. I got a bit emotional because it reminded me of my dad and my youth.

Do you ever feel nervous on shoots?

I definitely feel nervous before I get to a shoot. But I feel nervous before I do anything. When I like the brand, a lot of the anxiety is taken out because I know I already like the clothes.

How has that approach changed for you over the years?

I didn't really start being on the other side of the camera until 10 years ago. Prior to that I was styling and art directing, writing and editing and doing reviews. I've always been in the fashion and music publication world. Organising a shoot for i-D or The Face would have been a huge production. It could take weeks and there'd be tons of people involved and super stressful. On the other side of the camera, I can turn up and then leave and as long as I commit 100% while I'm there. Afterward, the real work is done by everybody else.

Let's talk about the outfits on the shoot. Were there any details you felt drawn to?

I wore pieces that would be at home in my wardrobe, or rather I would be at home in its wardrobe. They weren't compromising on material - details like real button holes on the jacket sleeves; those are real indicators of how much care and commitment a brand has to the thing they're making. You know they’re committed to giving their customers a lot of respect.

Do you have any favorite pieces from the shoot?

I liked that I was wearing trousers that were flat front, and trousers with pleats set slightly higher at the waist. There seems to be this notion that there's only one way of wearing trousers, I don't subscribe to that. You wear a style that fits you at that time, that moment, that look that day. And the Epsom coat, a double breasted coat with large collars. It's just the epitome of luxury. Old school, classic menswear that you see in 1950s copies of Esquire. It's perfect. You couldn't get a more elegant rendering of that coat. It indicated everything about the collection.

How does what you wear impact your day?

There's a feeling of satisfaction. Like I know I can handle what the day will bring. It’s self-confidence before getting the day started - identifying with the person in the mirror. Saying, ‘this is the person I feel like. I can be the person I see reflected back.’ I'm ready to go.

Do you have any foundational style tips that you live by?

Clothing is important but it’s also important not to take it too seriously. You can be creative. Part of my criteria is to actually enjoy and experiment with the clothing I'm wearing everyday. Just play and see what happens.

How would you say your style has evolved over time?

I don't think it has particularly. I think my understanding of fit has improved. There's a guy called John Simons - he owns a shop that was the first to sell Ivy League-style in the UK - and about five years ago he told me: ‘Jason, you've grown into your clothes.’ That's what I had to learn: what fit really means. It's figuring out how you can best embody the fit and make it your own. Quality has always mattered - never in some luxurious way, but the little details, like the real button holes or certain stitching. Those little details found in Moss clothes add an extra level of elegance. The product will have a longer shelf life and longer wardrobe life than things that are just thrown together.

What does ageless style mean to you?

There’s an idea that fashion is trend-based, but even within menswear the foundations are pretty timeless: like a button-down shirt, a pair of loafers, five pocket jeans, a polo coat - these are always going to epitomise their individual genres. The challenge is to play with them and make them your own. You don't have to be an expert - like you can tell a really good deep house record from a bad one. It's intuitive.

Is there anybody you look up to who reflects a balance of style and substance?

John Simons, for one, Paul Weller. Paul's style has always been within a framework, even though it constantly evolves. Miles Davis - his style did evolve, but he evolved with his music as well. My entry to a world is either music or clothes. I remember reading an amazing biography about the actor Montgomery Clift. I knew nothing about him. But I saw his image on the cover and I thought, ‘this guy is so stylish’. I had to find out who the hell he was and what he was about.

Could you talk more about advice for other men - what tips would you suggest to them about dressing?

It's about taste really. You develop a taste over time. See it as a constant evolution and a growing understanding of what works for you. And really enjoy it, because it can be a creative process. You don't have to look outlandish and crazy and artsy to express yourself. It's about wearing what you really like and what you find satisfying. The key for me and clothes is that it's about pleasure and enjoying them. If I feel great, then it doesn't really matter what anybody says.

What about layering?

Layering is about being prepared for all eventualities. I come from a working class background where we didn't have a summer wardrobe and a winter wardrobe. My summer wardrobe was my winter wardrobe, my autumn wardrobe was my winter wardrobe. If I didn’t have a scarf, but I had a jumper, I’d wear that as a scarf. I'm going out for the day. I'm going to start with a half-lined jacket. How do I make sure by the end of the day that I'm still good if it rains? If it's cold, what am I going to do? OK, I'll wear this sweater; I'll have this scarf that I'll wear in my side pocket just in case. There's a level of preparation that’s carried with layering. But that's also part of the fun as well.

How does being in other people's company influence your style?

I’m always interested in what other people are wearing and why they're wearing it. Being around people, talking about clothes, is a natural thing for me. I've made a lot of really good friends because of what they're wearing - I'll see somebody in the street and I'll say, ‘amazing shirt. Where did you get it?’ Before you know it, we're exchanging numbers and we're friends for life.

There’s a real power to clothes.