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MY MOTHER, MY WARDROBE: Jacquetta Wheeler, Jasmine Guinness and Jodie Kidd – and their mothers – are the faces of Jaeger’s fall ad campaign, which is meant to mark a new beginning for the British brand. The Mothers and Daughters campaign features stills as well as a one-minute black-and-white video, both of which were shot by the photographer Josh Olins. The ads and the video show Jodie with Wendy Kidd, a former Hardy Amies model; Wheeler and Tessa Codrington, a photographer; and Guinness with Liz Casey. The mothers and daughters discuss the challenges of being a “modern” woman – and looking good on top of it all.
Guinness, who is wearing a tailored black dress, wittily lists the key elements of what it takes to be a hip and stylish female today. “It means you have to run a house, have a career, have kids, look after your husband and supposedly be high-maintenance and go to the salon and the gym and everything else,” she says. “It’s chaos, a nightmare. But we do it!” The campaign also marks Jaeger’s 130years in business, and showcases the first fall collection by the brand’s new women’s wear creative directorSheila McKain-Waid, which is packed with classic, luxe pieces in fabrics such as alpaca, merino and camel hair. There are leather and wool shifts, suede and wool skirts, and cashmere knits in an rainbow of autumnal colors. The camel coat, a Jaeger signature, has been re-worked in a variety of shapes and textures.
Jaeger is owned by the private equity firm Better Capital which earlier this year injected 7.5 million pounds, or $12.4 million, into its coffers for future investments. As reported, the money will support projects such as the opening of freestanding stores, refurbishment of existing stores, and the development of the group’s online business.
Jaeger has said the short-term strategic focus remains on building the U.K. business, investing in online, re-introducing premium quality fabrics, working with more U.K. manufacturers, increasing marketing spend, and refurbishing stores. Jaeger’s first new concept store on London’s King’s Road is to launch in the second half of September.