In 1884, Jaeger was founded according to Dr. Gustav Jaeger’s philosophy that natural fabrics produce well-being and good health. Over the years, the brand became known for tweed jackets and wool pleated skirts, which catered to an older, conservative clientele, and eventually evolved into a financially insecure label with a dowdy image. But in 2003, entrepreneur and president of the British Fashion Council Harold Tillman bought the company and hired Belinda Earl (former president of Debenhams) as CEO. With Karen Boyd (who earned recognition back in the eighties by working with Helen Storey) as head designer, they launched Jaeger London, which debuted in 2008 with chic mohair coats and dark, short-hemmed shifts with subtle checkered prints. The show generated substantial buzz within the industry (it didn’t hurt that the show was styled by British Vogue’s fashion director, Lucinda Chambers, and hats were provided by Stephen Jones). Soon, some of London’s biggest names—Madonna, Kylie Minogue, Kate Moss—were sporting pieces from the moderately priced line. In addition to Jaeger London ready-to-wear, there’s menswear, handbags, shoes, and perfumes, and since 2006, Jaeger Black, a higher-priced line dedicated to evening apparel. In 2007, Jaeger London launched a collection exclusively for Saks Fifth Avenue.

Status

Established

Clients

Madonna, Victoria Beckham, Claudia Schiffer, Kate Moss

Other Product Lines

Beauty, Fragrances, Handbags, Shoes

Collaborations

An exclusive collection for Saks Fifth Avenue (2007)

Owned By

Harold Tillman and Belinda Earl

Address

57 Broadwick St.
London, United Kingdom W1F 9QS
44-20-7200-4000

Where To Buy

Jaeger London

Related Websites

• Jaeger London (Official)
• Style.com: Jaeger London (Media)