125 years of Jaeger

Here's my piece in the Telegraph on Jaeger's 125th anniversary

Jaeger was for women who wanted sophisticated, quality clothes – the tweed suit and little black dress – but who could not afford to go to Paris. Its flagship store on Regent Street, opened in the 1930s, was a cathedral of plate glass and chrome modernism. Like Viyella and Windsmoor, it occupied a middle-class niche. The ideal customer was the wife of a home-counties stockbroker. Self-made men and their spouses (like my parents) aspired to Jaeger, the next best thing to a Savile Row suit. From 1956, when Jean Muir joined the company, the label started to attract a younger clientele. Muir was one of several British contemporaries, including Mary Quant, who were beginning to move away from Parisian couture towards what would become the archetypal British fashions of the 1960s, more casual and more geared to what was then called 'sportswear’.

As a teenager in the 1960s I was caught between Carnaby Street and Jaeger’s innovative label, Young Jaeger. My mother was always guiding me into its Liverpool branch offering to pay for separates modelled in the advertisements by Jean Shrimpton and photographed by David Bailey. They were urban and chic, more Yves Saint Laurent than Granny Takes a Trip, an antidote in her mind to the hippie excesses of the velvet bell-bottoms and Afghan coats I was wearing. Young Jaeger, she believed, would put me on the path to adult smartness. And it was difficult not to covet Jaeger in the 1960s because it gave provincial young women (and men) a scent of sophistication.