Ageless Style at Jaeger
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| Wool sleeveless top, available HERE, suede A-line skirt, available HERE, leather bag available HERE |
‘It’s not about age,’ says Jaeger’s creative director Sheila McKain-Waid. I went along to listen to the American-born designer in conversation with historian and academic Amy de la Haye, after my talk at Bath in Fashion (proper round-up coming soon). The pair happily chatted about the history of the brand – including founder Dr Gustav Jaeger’s health and sanitary philosophy and obsession with animal hair – and went on to talk about current day issues. ‘This is a big moment in fashion, right now,’ continued McKain-Waid, ‘It’s
about ageless style. Our Mothers & Daughters campaign looked at being inspired by an older relative or friend. Women who have fantastic style you want
to emulate.’
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| Ponyskin jacket, available HERE (warning: it’s not cheap), double breasted trench skirt, available HERE |
All this is good news in my book – and for spring/summer 2015 Jaeger has used 38-year-old
model Kirtsy Hume to add an otherworldly feel to their campaign. In the
real world, we all know that 38 is still young, younger than Kate Moss,
but model years are a bit like dog years making Hume positively ancient.
For the last year or so, McKain-Waid has been quietly giving Jaeger a
makeover. Having worked at Donna Karan, Halston and DAKS she’s
well-placed to reinterpret classic English pieces by ‘adding an American
sportswear mentality and cleaning them up a bit.’ The idea
of traditional British style with a sporty twist is right up my alley, though I’m still not convinced by tailored jackets without sleeves, even if they’re called double faced gilets…
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| Double faced gilet, available HERE |
Discussion (21 Comments)
I love Jaeger. Their clothes are not only well-designed but really well made and finished, with beautifully bound seams on unlined garments. They are indestructible too – I'm still wearing a black wool crepe swing jacket I bought in 1992 – honest!
Re: older models. One company that always uses Grown Up Models in the promotions is The Cashmere Centre. I'm not wildly enamoured of all their products but I do admire their choice of attractive older women who look as if they're really enjoying life. (The Silver Fox advertising the men's stuff is a bit of all right too.)
Anna
Yes, I agree, the clothes featured here are classically beautiful but rather severe
I love these sleek looks from Jaegar. I remember reading about the brand for the first time in the Margaret Drabble novel The Radiant Way. The main character wore high boots and Jaegar skirts and jackets.
I always get temperature difficulties with warm fabric & short or no sleeves. I don't understand garments like that! Otherwise I'm a fan, quite like a classic stern piece to combine with funkier things. I bought a wonderful camel wintercoat in the Jeager Outlet ( worth a look!) and with this crap Spring I still wear it in the mornings. Have a look at Dutch brand Zenggi, they show their clothes on older models too ( they have understood that they are their customers)
Patti/Penny – I think you're right and these pieces need to be softened up with other looser items like a favourite old pair of jeans.
I like the handbag the best!! Thanks for the intro to Jaeger…have a great weekend, Alyson.
I want to like Jaeger, but I just don't. I go in and try plenty of things on, but nothing ever looks more than just ok on me. The quality seems good, and I like it on other people, but it doesn't suit my style. AND, it seems a bit expensive for non-wow clothing.
Glad Jaeger is back on the map. When I worked there as press officer in the 70s we knew the Dr. Gustav Jaeger story by heart.
Ghastly!
Given the right lighting these and on a size 6 model these look nothing much, but who in their senses would deck out in a sleeveless pale grey wool number.As for the camel ensemble , awful.I love and live in neutrals but feel that balance of the blocks of neutral is key : therefore thumbs up to camel coat over LBD or denims and white shirt but double camel with no balancing contrast is draining and ugly.
Agreed. Monotonous matchy-matchy. If one has grey hair, camel can be unflattering.
Estrella – agree about mixing things up, all these wardrobe basics need a bit of personality.
I'm very happy to see Kirsty Hume back in such a high profile campaign. She was quite the local hero and I remember her being featured in a BBC Scotland doc when she was challenging for supermodel status in the 90s. She still looks gorgeous and I'm glad that Kate Moss and others mean that at least some models have a longer shelf life.
Alyson are you coming to Scotland at all on your book tour? Need to check dates.
This seems polarising? I love that first outfit, sleeveless top and suede skirt, gorgeous! As you point out the key is to choose pieces you work around. That skirt is whispering to me but not with the current aussie $ exchange rate!
Fashion for Aliens – I was up in Edinburgh at the university recently for a Diversity Now project. So I'm not sure when I'll be back. I'm just about to announce a London date – would love it if you could come (?) – but would love to do something up north too!
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Except…that sleeveless top is very ageing. No twenty-year-old would wear a knitted sleeveless top and if you're over sixty, you should be thinking twice about bearing your wrinkly arms. Ageless? I don't think so.