British icon brand, Jaeger, seems to have several incarnations in the past 5 years or so. From brand on-the-brink to newly zshushed up brand that had re-defined its credibility to changes in management and brand balance (if not stagnation) to the latest hip and sexy, on-the-money campaign photographed by David Bailey (another great British icon).
Jaeger has chosen to celebrate the multi-faceted lives of contemporary women by choosing the inspirational model, actress and philanthropist Elisa Sednaoui-Dellal as the face of its Autumn/Winter 2015 campaign. The feel is cool and contemporary…grown up, in line with the brand and its philosophy. Its a good move and the look is one that says ‘Hello, we’re a British Maxmara’. Very on point.
“To represent a really quintessential British brand as a new Londoner means so much to me,” says Elisa who was born in Egypt, raised in Italy and now considers London her young family’s home. “The brand encapsulates effortless English elegance; a love for quality, for enduring clothes that go further than the trend of a season. These are pieces you’ll have and wear forever.”
In the portrait style images, Elisa wears a Jaeger camelhair coat, which has been updated with a wider lapel and finely crafted details such as stab stitching. Deconstructed tailoring features too – a boiled wool grey melange gilet is paired with the sleekest cashmere polo-neck; a rib cape sweater is layered over crisp white shirting. All signposting British-made clothes that are both classic and timeless.
The shoot reignites David Bailey’s long-standing relationship with the brand; in 1962 he and Jean Shrimpton launched their careers capturing British brands including Jaeger in a ground-breaking Vogue editorial. Five decades on and Bailey has once more captured the iconic outerwear and beautiful tailoring for which Jaeger is world-renowned. British and reliable.
“David Bailey was a natural choice to capture this collection, as he made an invaluable contribution to our iconic heritage and now has to our modern narrative”, comments Colin Henry, Jaeger CEO.
Good on Jaeger’s Creative Director Sheila McKain-Waid. The collection, the imagery, the feel and the heritage is completely heading in the right direction. “That’s what we are trying to bring back – that is the great history of Jaeger. The past informs the future.”
The brand may be thoroughly British but the look is entirely big city international sophisticate. It’s finally back on track.