Jaeger London to show at LFW

Jaeger is to present its first on schedule catwalk presentation during London Fashion Week when it shows its Jaeger London line later this month. The collection is best described as younger and more directional in comparison to Jaeger’s mainline and Jaeger Black, which consists of the brand’s tailoring and eveningwear. It has even been described as hip and “the fashionista’s affordable luxury’ by Vogue.

Jaeger has made quite the turnaround in the past few years: from a stuffy brand which catered to an older shopper, owner Harold Tillman recognised the potential when he bought the company in 2002 and together with Belinda Earl, responsible for launching the collaborative Designers at Debenhams’ collections, has turned the company into a profitable and iconic British luxury brand.

In the five years it has taken the high street retailer to bounce back from the depths of fashion despair a time when even the over forties refused to be seen there – Jaeger has gone from strength to strength, becoming a true lifestyle brand, today offering menswear, womenswear, tailoring, accessories and homeware. Currently the brand’s accessories achieve 20 per cent of the company’s sales, which Earl hopes to increase to 25 per cent.

The company thrives on its classic fabrics, strong prints and modern silhouettes. When Kate Moss was photographed in its star-print blouse last November, sales of the item went up 300 per cent, an achievement that would not have happened a few years ago.

The brand has its eyes on the global market and in December launched its collection in the US at Saks Fifth Avenue. Later this year new stores are due to open in Asia and the Middle East as well as expansion in department stores and franchises, doubling its operations outside Europe to 80.

The 140 store group launched its fragrance Jaeger London last year with a a widespread advertising and pr campaign, to be followed by an eyewear collection in 2008.

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