Jaeger is set to reveal a new direction for two of its biggest brands next week, under its new head of womenswear design Collette Brown.
A spokeswoman said the designs had created “clearer demarcation between the brands”.
For Jaeger’s mainline, Brown has focused on “a return to heritage” by looking back at the retailer’s archives for inspiration.
Classic tailoring palettes and silhouettes are being deployed, with “feminine, curvy” lines introduced across the range.
“Collette’s influence has been felt across this collection – she has really focused on the heritage values of luxury design and reworked classics,” the spokeswoman said. Jaeger London will have a “more luxe” approach for the new season, although prices will remain unaffected.
Jaeger is also poised to unveil a major rebrand of the business as a whole.
The new logo, which will be featured on all labels, buttons and some lining from autumn 13, is based on the original look from 1935.