- Jagger fell into administration a year ago, closing 63 shops
- For 137 Years It Dressed Everyone From Audrey Hepburn to Kate Middleton
- But Marks & Spencer has saved it in January and unveiled its comeback collection
- Heritage Camel Hair Jagger Original £499 . is back with a hefty price tag of
Exactly a year ago the iconic fashion house Jagger fell into administration, leading to the closure of 63 stores and concessions nationwide.
For 137 years it dressed everyone from Audrey Hepburn to Kate Middleton. Part of British fashion was dead.
Then, in January of this year, Marks & Spencer saved it and is now unveiling the brand’s comeback collection.
This is a fitting turning point in history. Both companies started in 1884 and have been at the heart of the British High Street ever since.
Marks & Spencer rescued Jagger in January and is now unveiling the brand’s comeback collection, which includes a £225 dress (left) and a stunning navy coordinating suit (right).
Among Jaeger’s new comeback collection is a patterned silk shirt dress with a belted waist (left), and a stunning dark green dress (right)
Jger was founded by Louis Tomalin, an accountant, inspired by Dr. Gustav Jger, a German professor of zoology who thought clothing made from animal fibers brought health benefits.
The store started with woolen suits and launched the first camel hair coat in 1919. These items weren’t cheap, but the quality of the fabric and design meant they would last for decades.
Then Jagger did what so many brands did – it strived to be trendy. In 2005, it launched Jagger London, and by 2008, it was on the London Fashion Week schedule.
This strategy contained the seeds of its demise: it deviated from the needs of its core customer.
But now the brand is back, with managing director Fiona Lambert, who previously co-launched George at Asda as a supermarket fashion brand.
I am relieved to see that she has returned to the label’s core values – beautifully crafted pieces, many of which come straight from the store’s archives.
There’s a midi skirt in a bold green print (right), and just look at that fiery jumpsuit (left)!
The green military design (far right) is made of 100 percent wool and a little more affordable. Pictured: Coat, £399, cardigan, £135, and trousers, £399, jaeger.co.uk; Hobo: £195, russellandbromley.co.uk
Camel hair is back to the original. Yes, it costs £499, but it’s a one-time purchase.
The green military design is 100 percent wool and is a bit more affordable at £399. At the top of my list is the peacock.
Knitwear is, unsurprisingly, fabulous: Check out the navy coordinating.
Then there’s a patterned silk shirt dress with a belted waist: The open slit means it works for day, but high heels can turn into something risque enough for evening.
There’s a midi skirt in a matching print, and just look at those burgundy leather trousers!
These pieces come together to form a classic wardrobe, and with everyone’s concerns about fast fashion, there is a growing gap in the market for clothing.
The only catch? For Jagger to be successful this time around, we’ll have to see if people are able and willing to pay for it.
Jaeger’s AW21 capsule collection launches on jaeger.co.uk on Wednesday 6 October, with select rollouts for Marks & Spencer stores starting 28 October.