Premium fashion retailer Jaeger has bolstered its creative team just weeks after chief executive Colin Henry outlined his vision to return the company to a design-led brand.

The fashion retailer has hired Sheila McKain-Waid as creative director of womenswear. She joins from Daks Simpson where she was head of design for past three years.

McKain-Waid, whose past experience includes consulting for retailers including Jaeger, will report into director of womenswear Liza Webber when she joins the business in November.

Jaeger has also drafted in Jsen Wintle as creative director of menswear. Wintle, who has previously run his eponymous menswear brand Wintle and a contemporary bespoke business, will report into Caroline Lee, director of menswear and ecommerce. He started the role in September.

Henry said: “This injection of luxury expertise demonstrates our commitment to developing a strong premium womenswear and menswear offer. With Sheila we are getting world class creativity and great luxury expertise for our core area of womenswear. Jsen has a rich and extensive experience in luxury menswear design as well as having run his eponymous label Wintle. I’m immensely excited about all the ideas they will collectively bring to the brand.”

The company revealed last month that it had set out a five-year strategy which included returning the company back to the black by next year and re-engaging with its core affluent 40 to 65-year-old customer.