Jaeger: away from the fashion front-line
But as celebrated designer Jean Muir took the helm in 1956, the company enjoyed a similar renaissance to the most recent rise in popularity, as a younger clientele began to shop at Jaeger and ‘IT’ girls such as Twiggy and Marianne Faithfull made it cool for the Carnaby Street crowd. Coats textile group acquired the brand in 1967 but despite no great disaster or scandal, this is where the Jaeger story dims. There was no demise like the beloved Biba; no great PR nightmare like Burberry’s trademark check being commandeered by football hooligans. Jaeger just wasn’t cutting-edge fare. The clothing was by no means lacking in style; in fact, it nestled quite comfortably between the high street and designer labels. Likewise the company was by no means flailing, with a New York store opening in the 1970s and sales increasing tenfold. The impressive Regent’s Street store still stood where it had been established post World War II and in 1984 a troop of camels were paraded alongside the flagship to celebrate Jaeger’s centenary and remind Britain who introduced weird and wonderful wools to the country. But somehow by the late 1990s the label had disappeared into the background. In order to get Jaeger back on the fashion front-line, the new millennium signalled the time for a rebirth.