Johnson & Johnson heir and filmmaker Jamie Johnson is turning his artistic talents towards fashion design with a new label called Black Sweater. The name of the label comes from an old habit of the Hobe Sound society matron Mrs. Permelia Reed who used to send people whose behavior she found offensive black sweaters. In 1931 Permelia, a mining and oil heiress, and her husband Joseph bought Jupiter Island, which sits just south of Hobe Sound. She had simple rules for the resort, “No drunks, no party-pushers, no rudeness to the employees. Otherwise, you go to Palm Beach.” Jamie’s muse for Black Sweater is a fellow native of Hunterdon County, New Jersey, Lauren Remington Platt.

Jessica Joffe stars in these pictures for the German magazine Celebrity. Jessica was born in Germany, where her father edits the magazine Die Zeit.  She is a writer formerly for the New York Observer and currently working on a novel. Jessica attended Beadles school in England where she was classmates with some of the Dellal clan and then went on to Stanford.  You may also recognize her as the ex-girlfriend of filmmaker/ heir Jamie Johnson. See more pictures after the jump. 

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