Jaeger: 125th anniversary
Fast forward to London Fashion Week, February 2009. The British Fashion Council tents are filled to the brim with fashion press, hangers-on, a smattering of celebrities - all blinded by the lightning flashes of the photographer’s pit. It isn’t at every fashion show that you are met with this sort of hysteria. In fact, only two or three per season are deemed ‘hot’ tickets, and it just so happens that Jaeger is one of the chosen three - evident by the sight of ‘IT’ model of the moment Jourdan Dunn sauntering, gazelle-like, down the catwalk. Throughout its rich history Jaeger has been known for its smart tailoring and legendary coats. And yes, there are a few of these on the catwalk. But among the sobre monochrome there are bejewelled necklines glinting in time to the Kings of Leon soundtrack, leather pencil-skirts and shaggy shrugs; all on-trend items but yet not avant-garde enough to alienate their bulk clientele, stylish and chic professional women. To celebrate their 125th birthday, the brand has launched a 125 Collection inspired by original 1960s Jaeger designs, and February saw the launch of Jaeger Home, a collection of homeware featuring distinctive archive patterns and prints. A potent mix of the traditional and cutting-edge is what has revitalized Jaeger in time for another 125 years of high street service. The ultimate seal of approval comes in the form of a book, Jaeger 125, written by Judith Clark and Amy de la Haye, which charts the shift from radical wools to fashion week favourite. Jaeger’s beginnings lie with a professor and it seems they’ve worked out a pretty solid formula for lasting success.