M&S unveils first new Jaeger collection since acquisition

// Jaeger launches its new capsule collection since M&S acquired the label out of administration

// An independent team has been assembled to reinvigorate Jaeger as a digital-led brand

Jaeger is relaunching for autumn/winter 2021 as part of the Marks & Spencer family after the retailer acquired the label.

The “all new” Jaeger will officially launch on M&S.com on October 6 as part of its wider ‘Brands at M&S’ strategy, with a store trial to follow later in the month.

The first capsule collection will be a curation of “contemporary, collectable pieces” for both women and men that embodies “effortless elegance” and will including coats, dresses, knitwear and tailoring inspired by the Jaeger archives.

The collection marks “the beginning of the next chapter” for the Jaeger brand, which M&S bought for £6 million at the start of the year.

Jaeger’s new look and feel will stand for “effortless elegance, British modernity, and the creation of tomorrow’s vintage,” explains the brand in a statement, and includes a new logo to mark the next chapter for Jaeger, which like Marks and Spencer, was founded in 1884 and has been creating clothing for 137 years.

Marks and Spencer also added that Jaeger will champion the UK, using British fabrics and manufacturers as part of a global supply chain.

The relaunch will emphasise Jaeger’s “quality, design and innovation” while also protecting the heritage of the brand by offering British modernity with impeccable quality, cut and fit.

Jaeger managing director Fiona Lambert said in a statement: “There’s nothing more exciting than relaunching a brand and we are delighted to have taken the fabulous heritage of Jaeger and reimagined it with British modernity and sensorial quality that we believe will create “tomorrow’s vintage”.

“From the luxe wool suit to the tartan mini, this first capsule collection truly gives a flavour of what Jaeger will stand for – effortless elegance. We’re looking forward to hearing feedback on our ranges from new customers and those who have been loyal to the brand over the years. What’s most exciting is this is just the beginning.”

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