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.