Birthday Launch of Jaeger 125 Capsule Collection
Iconic British Brand Celebrates its 125 Years with a New Image
Apr 29, 2009
This iconic brand, synonymous with the best of sophisticated British tailoring celebrates 125 years of cutting edge fashion with a classy but groovy capsule collection.
The label has taken its inspiration from its own rich heritage, which comes directly from Jaeger archived designs back in the early 1960s. Each item comes with a special swing tag which includes a photograph and written synopsis of the original piece that inspired the design.
Jaeger 125 — Capsule Collection
The 8-piece monochrome collection for Spring/Summer 2009 typifies all that was hip and swinging about the 60s. It includes a black cocktail dress with a fishtail hemline, a wet-look macintosh (trench) in a blown-up houndtooth check and a black silk smock dress based on a 1962 version found in a vintage store in London’s Portobello Road.
In 2008, with its only 2 runway shows at London Fashion Week in its 125 year history, Jaeger managed to shake off its safe but boring image and appeal not only to its mainstream customers of more mature well-heeled ladies but won praise in fashion circles with its innovative new creations and was feted as the new Burberry.
Jaeger's Image
In the past this very “British” brand had a reputation for being somewhat “old lady”, the favored label of women who had been faithful followers since the 50s and 60s and kept loyal to the brand. Even, handbag designer Anya Hindmarch confided in autumn 2006, that her black bobble dress had come from Jaeger, but, according to the UK Telegraph’s Linda Grant, in her January 23rd,2009 feature “Jaeger Celebrates 125 years in the Business” joked that she had to fall over the Zimmer frames to get to it.”
Jaeger's Popularity
The British label has an iconic history. During the '60s Jaeger had all the lure which Topshop has today. Famous visitors to its flagship store at this time included Twiggy and Marianne Faithful. Others, such as Marylin Munroe and Jean Shrimpton were linked with the brand. Jaeger's latest high profile endorsement comes from Sarah Brown, wife of the British Prime Minister.
Jaeger 125 - Commemorative Book
A new book by Judith Clark and Amy de la Haye entitled Jaeger 125, also commemorates the label’s 125th anniversary, and tells the story of Jaeger past and present. The London College of Fashion also hosts a Jaeger 125 exhibition between April 24 and May 15, 2009.
Edgy but still chic, cool but classy, Jaeger is riding high in the current downturn with its ability to capture some of fashion’s fickle trends, whilst still providing classic tailoring.
