We’re really loving Jaeger at the moment because at last there is a brand that understands how to be older, chic and sexy. The Women’s Room was at the recent S/S09 catwalk show and wanted everything. CEO Belinda Earl really gets our market, perhaps because she is one of us (she’s 46) and knows exactly what we want from clothes.
She told us “Jaeger clothes now have a sense of modernity to them as we know our customer wants them to be relevant and up to date. We’re her brand because she likes our quality and there’s a sense of longevity to the pieces”. Which is corporate CEO speak for ‘We’ve ditched the frumpy stuff’.
And the girl knows her fashion, she brought in Vogue’s fashion editor Lucinda Chambers (who’s in her mid 40s) to style the A/W08 range and apply the 60s and 70s influence in a very wearable and nostalgic way for customers who (just) remember it the first time around.
Belinda describes the winter range as Future Vintage, as the quality of the fabrics and production values on the clothes mean they will last with style. There are certainly some great pieces, She told us to look out for the jersey trousers, made in a fabulously firm but still fluid fabric which she felt was very flattering. Also the camel cashmere cape coat with leather tie belt which she already has in her wardrobe and the snake print chiffon blouse in peacock blue with romantic gathered sleeves (It has a sexy plunge neckline).
The Jaeger range falls into three groups, Jaeger Collection, good basics, Jaeger London, which has the fashion edge – most of the best pieces are to be found here, and Jaeger Black, a top end, smart collection that uses very good fabrics and more conservative shapes. The accessories are also good, with chunky jewellery and covetable bags that don’t cost the earth.
Our favourite piece…the hairy black and white supersoft-shearling Cruella de Vil coat, wouldn’t that brighten up the bus queue?