The name Jaeger might not be as familiar to you if you didn’t grow up in the UK, but some of the faces who’ve worn the brand over their storied history might. A legacy brand that’s been worn by Hollywood screen sirens like Cary Grant, Marilyn Monroe, Audrey Hepburn, and Judi Dench as well as stylish supermodels such as Erin O’Connor and Kate Moss, this iconic British label is now making its way to our shores as part of the Marks & Spencer family.
Founded in 1884, Jaeger opened its very first store in London’s West End in 1885. It was then awarded the prestigious Royal Warrant for supplying horse clothing for King Edwards VII’s stable. But it was only in the 1930s that the brand really established a reputation for directional tailoring, coats, and knits in luxury fabrics, going on to become the first retailer to operate independently with Selfridges.
For the first time ever, Jaeger will now be available in Singapore, launching its Spring Summer 22 collection with a curated capsule of collectable pieces that embody effortless elegance with British modernity — and they’re perfect whether you’re dressing for the office, a Sunday brunch or jetting off on a vacay. Leading this launch is Fiona Lambert, Jaeger’s Managing Director who is poised to reposition Jaeger as a leading independent brand housed within Marks & Spencer.
“M&S bought Jaeger in January 2021, and as much-loved British heritage brands, the two really do work well together so it was wonderful for Jaeger to become part of the M&S family and give customers even more reasons to shop at M&S,” Lambert shares. “Since I joined to head up the Jaeger team, we’ve undertaken a huge amount of work to define Jager as standing for effortless elegance with products that are unique, stylish, and with tangible quality.”
With the overarching idea of creating impeccable clothing that will transcend all trends and eventually become “tomorrow’s vintage”, Jaeger’s Spring Summer 22 collection is inspired by 1920s art and literature and draws references from the brand’s 138-year-old archives. Famed for its premium fabrics, the collection will feature exclusive prints and natural fibers such as silk and European linen.
For a tropical climate like Singapore, it was important to Lambert’s team that the collection not only remained stylish but wearable in the humidity. “There are so many pieces that will work well within a tropical climate and using natural fabrics means these feel lightweight and soft on the skin,” Lambert shares. “Think hero pieces such as the 100 per cent silk items as well as breathable European linens across dresses, tops, and shorts that offer contemporary flowing silhouettes and prints ideal for ensuring comfort without compromising on style.”
And as the brand’s spokesperson, Lambert herself has some favourites in the collection. “An absolute must-have is the blue and white linen swirl print dress, with its unique print, breathable European linen, and waist tie detailing, this dress is a hard-working day-to-night piece,” she says.
“I’m also obsessed with the black and white gingham jacket and short set. The jacket offers a timeless double-breasted design while the shorts are a versatile piece that can be worn over and over. A modern take on high low dressing and truly effortless elegance!”
Visit Marks and Spencer’s website to shop the collection or for more information.
A Marks & Spencer special brought to you by The Singapore Women’s Weekly.