Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Exclusive: Jaeger plunders archive for brand revamps

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.

Both its women’s Jaeger mainline and the premium range Jaeger London are being given a new look for autumn 13, the first season under Brown, who joined the retailer from Burberry late last year.

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.

Separately, Jaeger has denied rumours that former Debenhams and BHS boss Terry Green is joining the company as chief executive, following the surprise departure of Stewart Binnie last month.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.