Because you can't have depths without surfaces.
Linda Grant, thinking about clothes, books and other matters.

Monday, 20 October 2008

Still banging on about Jaeger

It was Hilary Alexander who first persuaded me to go and take a look, 18 months ago, and now half my wardrobe is full of the stuff (in the group portrait in the V&A Library, I'm wearing their snake skin print fringed top)

Jaeger has established itself as one of Mrs Brown's favourite brands, and in wearing it she has placed herself in fashion-savvy company. Alexa Chung, Fearne Cotton and Erin O'Connor all have pieces from Jaeger London's current collection.There is a delicious irony in the fact that this once-moribund brand can simultaneously transmit to the fashion antennae of a rock star's teenage daughters, the Prime Minister's wife and a septuagenarian diva. It is proof that when a brand gets it right, it can bestride the generation gap as if it were a supermodel in spike-heeled, seven-league boots.

There was a waiting list for the long-hair shearling coat, which anticipates next spring's passion for fringing, and which Meg Mathews has bagged, as well as for the gilt-buttoned coat-dress snapped up by Lisa Snowdon.

At the Jaeger London catwalk show earlier that week, Shirley Bassey sat front row in a black lace dress by the label. Perched a few seats down were Lizzie Jagger and her sister, Georgia May - both perfect contenders for its clubby, stretch snake-print leggings.

It has done this by pinpointing different attitudes to dressing and creating attuned collections. Jaeger London is the fashion-forward collection. Jaeger Black has semi-couture hand-finished pieces, with quality trims such as mother-of-pearl buttons. Jaeger Collection falls between the two, with contemporary looks that update the brand's classic DNA.

1 comment:

Deja Pseu said...

Ah, now if it were only available in the States...