 Jaeger has long been celebrated for its arresting advertising imagery created by masters of every era - from eminent photographers David Bailey and Norman Parkinson to Fauvist artist Raoul Dufy - the sort which earned the brand its elegantly witty spirit.- Jaeger London’s womenswear collection launched in Autumn/Winter 2005, to great acclaim, featuring supermodel Erin O’Connor. Due to customer demand, the collection’s distribution doubled within the first year.
- Jaeger launched its supremely stylish Jaeger London menswear collection in Autumn/Winter 2006 with an advertising campaign featuring Fenton Bailey, David Bailey’s son.
- Jaeger’s trajectory continued in 2006 with the launch of the exclusive Jaeger Black women’s wear collection, the brand’s most luxurious fashion label comprising a limited number of exquisite pieces, inspired by the skilful craftsmanship of couture.
- Jaeger Online launched in the same year, now reaching a new generation of Jaeger customers across 38 markets, including America, Europe, China and Japan, while the on-going development of the brand’s glamorous gift and accessory lines, including luxury handbags, shoes and sunglasses, has created Jaeger’s go-to items and garnered a loyal celebrity and consumer following.
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- In February 2008, Jaeger presented its first on schedule London Fashion Week catwalk show, to great critical acclaim.
- In 2009 Jaeger celebrated 125 years as an iconic fashion house. The brand honoured its heritage and delved into its rich archives for the launch of the 125 Limited Edition collection featuring unique pieces inspired by original 1960s Jaeger designs, reinterpreted and updated - each piece a Jaeger heirloom of the future. Jaeger also published 'Jaeger 125', the first official book devoted to Jaeger, past and present, written by fashion curators Amy de la Haye and Judith Clark from London College of Fashion. 'Jaeger 125' boasts a wealth of iconic archive material and documents Jaeger's evolution from its origins as a producer of avant-garde knitwear to its current position as a global, lifestyle fashion brand.
- In Autumn/Winter 2010, Jaeger launched Boutique by Jaeger, its dazzling collection for the fashion-fervent girl. The exhilarating new line boasts the quality, attention to detail, and eclectic style for which the 127-year-old company is justly renowned, while inviting a whole new generation to fall in love with the label.
- Jaeger continues to reinforce its forward-thinking reputation by featuring the hottest, newest models. Melissa Tammerijn, Anja Rubik, Abbey Lee, Imogen Morris-Clarke, Lara Stone, Angela Lindvall, Freja Beha Erichsen, Alana Zimmer, Behati Prinsloo, Kiera Gormley, Rosie Huntington-Whiteley, Jade Parfitt, Erin O'Connor, Laura Bailey, William Eustace, Ollie Edwards, Sean O’Pry, Jon Kortajarena, Mat Gordon, Will Chalker, Jamie Strachan, James Rousseau, Danny Beauchamp, Conrad Matschke and Fenton Bailey have all featured in Jaeger's attention-grabbing campaigns.
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