Jaeger’s design director speaks sincerely about the brand, his work and latest collection.
Jaeger is a world-class, contemporary British fashion and lifestyle brand with a rich story and dynamic future built in Womenswear, menswear and accessories. Established in 1884, the brand has epitomised classic British style and our signature colour palette of black, ivory and navy is incorporated in every collection.
A Pure British Collection
FS: What was your inspiration for this winter collection?
All things ‘British’. With The Queen’s forthcoming Diamond Jubilee and the Olympics, the whole world has their eye on our great country. It’s the perfect platform from which to shout about our heritage and also show the great modernity and innovation of our product for 2012 and beyond.
FS: Almost every designer has a muse. Do you have one?
Our Jaeger London muse this season is Arizona Muse. Although she’s an American, her look is modern, British and aristocratic which is perfect for this moment in time and epitomises the Jaeger London woman for AW12.
Modern and British Things, the Perfect Fusion
FS: What is the key point of your collection?
All things modern and British. Think Modern British Aristocrat. Rose prints, textures of fabrics, mixing modern with traditional. Cocoon silhouettes. Patent high shine leathers in coats and skirts, so, a range of standout coats and dresses.
FS: How would you describe the Jaeger woman?
The Jaeger London woman is very fashion-aware and discerning, with an eye for quality and unique detailing.
Stuart Stockdale for Fashion Salade
The Love for Jaeger Started in his Childhood
I developed my passion for fashion when I was about twelve years old. I started experimenting with my mum’s sewing machine, cutting-up and customizing my old clothes. The results got better the more I practiced.
FS: Was it a difficult journey to get to the point that you’re at now?
It never feels difficult if you enjoy it. It was a mixture of a lot of hard work and dedication and a little bit of luck. It has taken me all over the world; I have studied at two of the best colleges, worked in all of the major fashion capitals and for some amazing companies. It has all felt like a natural progression.
FS: How come Jaeger asked you to be their Design Director?
I have worked as the Design Director for other British heritage brands, one being Pringle of Scotland. I am passionate about heritage. I have been extremely lucky to work for such a great brand such as Jaeger. It is a British institution.
FS: What was your perspective about Jaeger in the past, before you worked for them – what did you think? Did you like it?
I always loved Jaeger from the 1970s when I used to visit the local Jaeger store in Carlisle with my mum. She would try on outfits. I remember thinking how super-chic she looked. She is still a devoted Jaeger customer to this day and still super-chic at 70.
Celebrities love Jaeger
We have strong celebrity support and always a packed front row at our London Fashion Week shows. To name a few A-listers who have worn the brand: Kate Moss, Madonna, Kylie Minogue, Gillian Anderson, Helen Mirren, Kelly Brooke, Idris Elba and Sam Riley.
FS: I always like to ask designers about a celebrity’s look and how they dress, do you like one in particular? Someone that you can say, “I absolutely love the way she dresses because, etc.”
I thought Gwyneth Paltrow looked amazing at the Oscars. She really stood out to me as having an extraordinarily striking sense of style – super, super chic at its best!
By: Itziar Arriola H /Robyn Alt.