I am a fan of Jaeger. They can always be relied upon to produce luxurious classic coats and in particular, great trousers. However, some of their more recent collections have felt a little flat and lost some of the sparkle and innovation synonymous with the brand’s archive.
Watching brands, as I do, you see them ebb and flow. Often the duller times are indicative of what’s going on at the top of the organisation. Jaeger has turned a corner is most definitely on an upward trajectory. I haven’t been this excited about one of their collections since 2008 when they hit London Fashion Week catwalk.
Their Creative director, Sheila McKain-Ward now has a couple of Jaeger collections under her belt, having previously designed for iconic brand Oscar De La Renta and it’s really starting to show through.
The Jaeger brand is now relevant to a younger audience again, without alienating it’s older devotees. No mean feat. Sheila McCain-Ward says of the new Autumn Winter collection, “We have focussed on engineering and modern technologies to transform our offering. From sumptuous coating in lofty weightless wools, to bonded seams, the Autumn Winter womenswear collection is a study in innovation. The balance of the season’s colours are earth tones, from burnt amber to slate grey and carnelian red. The silhouettes range from effortless fluidity to dramatic sculptural pieces. The collection is rich in texture from modern mohairs to chunky knitwear and air-spun felted wools.
Prints range from bold and graphic to abstract and painterly. It is a unique blend of innovation and organic that has informed the collection.”
Translated to the lady on the street this boils down to contemporary and wearable pieces that we will all want in our wardrobes. The new season will also see a number of capsule collections, including:
Laboratory – 30 select pieces showcasing Jaeger’s most diverse and pioneering designs, focusing on bold silhouettes, contemporary styling and a strong colour palette.
Daisy Cook – a collaboration with the London-based abstract landscape artist. This collection transposes Cook’s painting in flashes, folds, edges and inside linings.
Donna Ida – the denim queen has collaborated with Jaeger to offer a succinct collection of contemporary pieces including denim, leather, silk and cashmere.
A selection of the new collection is available at House of Fraser, Cheltenham and the complete range can be seen at jaeger.co.uk.
- Pattern Clash Dress £175
- Ponte Fine Stripe Dress £90
- Denim Jersey Joggers £89, Cotton Linen Cape Sweater £110
- Boiled Cropped Sweater £110, Grey Leather Wide Legged Trousers £399, Yellow Clutch £150
- Wool Ribbed Split Hem Knit £110
- Ruched Neck Column Dress £150
- Coat £350
- Resin Cuff £40