Jaeger fashions line to toast 125th milestone

The retailer will launch a capsule range – the 125 limited edition collection – inspired by images found in its archive from the 1960s, when the retailer dressed icons such as Audrey Hepburn.

Chief executive Belinda Earl said that the range emphasises Jaeger’s unique position in the luxury market. “Our heritage is what stands us apart from other brands,” she said

Designers searched through press cuttings and a clothing archive in the basement of Jaeger’s Regent Street store to garner inspiration for the range.

The new styles will be a take on some of Jaeger’s iconic designs and add a modern twist. Selected lines will launch in all standalone stores and online in March.

The retailer will also launch a book featuring its most iconic images and following how it has changed since it began as a single London store in 1884.

Earl said that as the credit crunch continues to take its toll innovation is keeping the tills ringing. “Design is more important when times are tough. Items that are different are the ones selling,” she said.

Jaeger strengthened its design team with the appointment of Stuart Stockdale as design director at the start of November. One of his first tasks has been to help with the 125 limited range.

Earl added: “We sell desire, so you have to desire it and have a reason to buy.” She hopes that the new collection and the excitement it inspires will create a point of interest to get shoppers through the door.

Jaeger has also revealed its new home range, which features soft furnishings such as cushions and throws. The range will be sold in its flagship Regent Street store, online and at high-end department stores including Fenwick and Harrods.

Earl said: “Launching Jaeger Home is the obvious next step for us and reinforces Jaeger’s luxury and lifestyle positioning.”