Anyone still harbouring memories of the Jaeger of yesteryear – all country-squire wife, corduroy skirts and sensible blouses – should banish them now. The British brand has worked hard to reinvent itself and will overcome the last vestiges of prejudice next Sunday when its Jaeger London line, launched three years ago to capture the youth vote, holds its first catwalk show, at London Fashion Week.
The brand has much to thank Kate Moss for, after she wore a Jaeger London star shirt at the launch of her haircare range in October – kickstarting in the process this season's trend for all things starry. The new line turned to the brand's archive, finding inspiration in its long-defunct Young Jaeger label – which swung in the Sixties. It was an instant hit, quickly finding its way on to the pages of Vogue. And now Jaeger has reported a mammoth 30 per cent year-on-year sales growth.
It comes as no surprise to hear that Belinda Earl, who was previously a key figure in turning around Debenhams, is the brains behind the label's new direction. In taking to the catwalk, Earl and Jaeger owner Harold Tillman (who is soon to succeed Sir Stuart Rose as chairman of the British Fashion Council) are hoping to raise the company's profile for a global audience.
With Russell Marsh, famous for his work with Prada, on board as the show's casting director, the fashion world is expecting great things; and success will cement Jaeger's place in the reinvention hall of fame alongside Burberry and Pringle.Reuse content