Yay! Jaeger’s comeback and it’s great: the comeback collection is full of quality clothing you’ll love – at M&S!
- Jaeger collapsed into administration a year ago, shutting down 63 stores
- For 137 years, he had dressed everyone from Audrey Hepburn to Kate Middleton
- But Marks & Spencer saved it in January and unveiled its comeback collection
- The original Jaeger Camel Hair Heritage is back with a hefty price tag of £ 499
Just a year ago, iconic fashion house Jaeger collapsed under administration, shutting down 63 stores and dealerships across the country.
For 137 years, he had dressed everyone from Audrey Hepburn to Kate Middleton. Part of British fashion was dead.
Then, in January of this year, Marks & Spencer saved it and now unveils the brand’s comeback collection.
It’s an appropriate twist of the story. Both companies started in 1884 and have been in the heart of the British High Street ever since.
Marks & Spencer rescued Jaeger in January and now unveils the brand’s return collection, which includes a £ 225 dress (left) and a stunning navy suit (right)
There is a patterned silk shirt dress with a belted waist (left) and a stunning dark green dress (right) among Jaeger’s new comeback collection
Jaeger was founded by Lewis Tomalin, an accountant inspired by Dr. Gustav Jaeger, a German professor of zoology who believed that clothing made from animal fibers was beneficial for health.
The store started out with woolen suits and in 1919 launched the first camel hair coat. These items weren’t cheap, but the quality of the fabrics and design meant they lasted for decades.
Then Jaeger did what so many brands did – he tried to be trendy. In 2005 he launched Jaeger London, and in 2008 he was on the London Fashion Week program.
In this strategy were the seeds of her demise: she had been distracted from the needs of her main client.
But now the brand is back, with Managing Director Fiona Lambert, who co-launched George at Asda as the first supermarket fashion brand.
I’m relieved to see that she has returned to the brand’s core values: beautifully crafted pieces, many of which come straight from the store’s archives.
There’s a midi skirt in a bold green print (right), and just look at this lively jumpsuit (left)!
The military green design (far right) is made from 100% wool and is slightly more affordable. Pictured: coat, £ 399, cardigan, £ 135 and pants, £ 399, marksandspencer. com; loafers: £ 195, russellandbromley.co.uk
The camel hair original is back. Yes, it’s priced at £ 499, but it’s a one-time purchase.
The green military design is 100% wool and slightly more affordable at £ 399. At the top of my list is the pea coat.
Knitwear is, unsurprisingly, brilliant: discover the navy coordinates.
Then there is a patterned silk shirt dress with a belted waist: the open slit means it works for the day, but with heels can be transformed into something quite daring for the evening.
There is a midi skirt in a matching print, and just look at these burgundy leather pants!
These pieces come together to create a classic wardrobe, and with everyone’s concerns about fast fashion, there is a growing gap in the market for clothes that last.
The only problem? For Jaeger to be successful this time around, we’ll have to see if people are able and willing to pay for it.
Jaeger’s AW21 capsule collection launches on marksandspencer.com on Wednesday, with a select rollout in Marks & Spencer stores starting October 28.