I don't really agree that original Jil Sander was "sterile". I only started wearing her clothes in the mid-90s, so I can't comment on her work before this. But the pieces that I had, actually many of them were very sensual, in the cut and the fabric. And she could also be "trendy" (even if she probably would not have described them in this way) - she was one of the first designers to launch a luxury sneaker, in 1996 I think, with Puma. Above all, also, there was an extreme discretion and elegance.
That's also why I think, in the mid to late 90s, actually the people that wore Jil Sander usually also bought Prada, Hermes (Margiela), and also Yohji. All had a similar feeling of sensuality and elegance (only at the time, of course; Prada and Yohji today are quite different).
Let's also not forget that Jil rtw was very expensive (closer to Yohji, Prada and Hermes), certainly much more expensive than Helmut, Ann, Margiela, Raf and Dries at the time. So her customer base (beyond the "fashion crowd") was slightly different.
That's also why I think, in the mid to late 90s, actually the people that wore Jil Sander usually also bought Prada, Hermes (Margiela), and also Yohji. All had a similar feeling of sensuality and elegance (only at the time, of course; Prada and Yohji today are quite different).
Let's also not forget that Jil rtw was very expensive (closer to Yohji, Prada and Hermes), certainly much more expensive than Helmut, Ann, Margiela, Raf and Dries at the time. So her customer base (beyond the "fashion crowd") was slightly different.