Jade Holland Cooper is the fashion designer and entrepreneur who has redefined a genre. Country-style clothing used to be something of an oxymoron: tweeds were for Miss Marple and the gentlewomen of the WI, topped by a moth-eaten cashmere sweater and sensible, scruffy brogues. However, over recent years, Holland Cooper has revolutionised what the country set are wearing and is now the luxury label of choice for the great and the good – as witnessed throughout the social season this summer. Mary Berry at Royal Ascot? Holland Cooper. Lady Amelia Spencer and Lady Eliza Spencer at Wimbledon? Holland Cooper. Lydia Millen is such a fan of the brand that she has collaborated with the fashion house to create her own collection, featuring the eponymously titled Millen Gordon tweed. Claudia Winkleman is often wearing Holland Cooper’s ‘haute country’ on the Traitors, and if any more endorsement were needed, it’s no secret that our queen-in-waiting, Catherine, Princess of Wales is an ardent fan.
Born and raised in Suffolk, Jade’s father, Oliver Cooper, was a farmer and her mother Miranda Holland Cooper is a fashion designer. She herself left the county to study international equine and agriculture management at the Royal Agricultural College in Cirencester but left before completing her degree to pursue a career in fashion. In 2008 Jade founded Holland Cooper which has grown into a multi-million-pound brand with two retail stores and a reputation for offering the very best in British heritage design.
Jade, in your opinion what defines a country clothing brand?
For me, country clothing has never been just about practicality – it’s about capturing a way of life. It’s about understanding the woman we design for: her lifestyle, her ambition and the confidence she wants to feel, whether she’s in the countryside, the city or anywhere in between.
Every Holland Cooper piece is created with purpose: beautifully crafted, rooted in British heritage and designed to stand the test of time. We take classic silhouettes and reimagine them through a modern, elevated lens, creating pieces that feel relevant today and treasured for years to come.
What gave you the confidence to pursue a career in fashion?
I’ve always had an entrepreneurial streak. Growing up on a farm, I was selling eggs from my chickens from a young age – creating something of my own and building a connection with customers came naturally to me.
I chose the Royal Agricultural University over Central Saint Martins because I was inspired by the world I grew up in. My upbringing, along with experiences at events like Badminton Horse Trials, highlighted a gap in the market for a brand that combined authentic British heritage with modern style and practicality.
When my first collection of just 30 miniskirts sold out instantly, I knew I was onto something. I trusted my instinct, took the leap, and committed everything to building Holland Cooper.
You started out by selling your clothing at equestrian shows. What insight did that give you?
Selling at equestrian shows was one of the best things I could have done because I was speaking directly with my customers. I could see exactly what she was looking for, what was missing from the market and where traditional country wear wasn't meeting the needs of the modern woman.
Those conversations shaped Holland Cooper from the very beginning and reinforced my belief that women should never have to choose between style, craftsmanship and functionality.
To what extent was your mother’s work part of family life when you were growing up?
My mother was a designer, so creativity and craftsmanship were part of everyday life growing up. Watching her sketch, source fabrics and bring collections to life gave me an appreciation for quality, attention to detail and timeless design from a very young age.
Looking back, those early experiences shaped the way I approach every collection today. To now have the opportunity to work alongside her and bring that shared passion full circle is incredibly special.
How far can you push the envelope in terms of Holland Cooper's core aesthetic?
Our DNA will always be rooted in British heritage, exceptional tailoring and craftsmanship – that’s what makes Holland Cooper unique. The Holland Cooper woman has always been at the heart of what we do. She moves effortlessly between the countryside and the city, and we’ve grown naturally with her by creating pieces that are elevated, versatile and designed for every aspect of modern life.
You have partnered with some phenomenal women across a range of ages and spheres. What inspires you in choosing someone to collaborate with?
For me, it always comes down to authenticity. The strongest partnerships are with women who genuinely love and wear the brand and embody what Holland Cooper represents.
I’ve been fortunate to work with incredible women across fashion, sport, business and beyond, from different generations, but united by the same qualities: confidence, ambition and individuality. The best collaborations are never manufactured; they come from a shared belief in the brand and a natural connection.
The Princess of Wales famously loves Holland Cooper. I wonder who else would be a dream client for you?
It’s incredibly special to see HRH The Princess of Wales wearing Holland Cooper. She embodies modern British elegance, so to see her choose the brand is a real honour.
Beyond that, I’m inspired by women who are redefining what’s possible. Emma Grede would be someone I’d love to see wearing Holland Cooper: she’s built extraordinary businesess, champions female entrepreneurship and embodies the confidence, ambition and modern leadership that align so naturally with our brand.
And is there anyone who we might be surprised to discover you would relish the opportunity of dressing?
Sir David Attenborough immediately comes to mind. He may not be our typical customer, but he’s a true British icon and someone who has dedicated his life to celebrating the countryside and our natural heritage. It would be a real honour to see him wearing Holland Cooper.
For me, it’s less about whether someone is 'on brand' and more about what they represent. British heritage is at the heart of everything we do, and there are few people who embody that more than Sir David.
You are your own best model, but which other fashion brands do you love?
I’ve always admired what Ralph Lauren has built. It’s more than a fashion brand – it’s a lifestyle rooted in heritage, timeless style and a very clear identity. That ability to create a world people genuinely want to be part of is incredibly inspiring.
How do you relax?
My happiest moments are always spent outdoors with my family. Living in the countryside gives us the chance to slow down and reconnect, whether we're with the horses, walking the dogs or spending time in the garden.
Those moments are incredibly grounding and are often where I find my greatest inspiration. The countryside has always shaped the way I live, and it's at the heart of everything I create with Holland Cooper.
You are clearly very driven: what is your ultimate goal?
My ambition has always been to build a truly iconic British luxury brand. From day one, it’s never been about chasing trends – it’s been about creating a legacy.
Every collection is designed with longevity in mind: timeless pieces, exceptional craftsmanship and uncompromising quality that women invest in, treasure and pass down through generations. My goal is for Holland Cooper to become part of that story, while continuing to champion British heritage with a modern perspective.
Finally, Gloucestershire or Suffolk?
Suffolk will always have a special place in my heart because it’s where I grew up and where my love of the countryside began. But Gloucestershire is home. It’s where my family is, where Holland Cooper has grown and where so much of the brand’s inspiration comes from.
The countryside has shaped both my life and the business, and I feel incredibly fortunate to call it home.
Follow Jade Holland Cooper on social media @jadehollandcooper
