130 YEARS OF JAEGER. MOTHERS & DAUGHTERS.

British brand Jaeger celebrates its 130th birthday this year with the launch of a new AW14 campaign entitled Mothers & Daughters.

The idea behind the campaign, shot by Josh Olins, is to celebrate and highlight the way that Jaeger continues to create age-defying fashion.

The campaign also aims to highlight the unique bonds that link separate generations, by exploring how personal style is innately passed from woman to woman. Selected to feature in the campaign are Jacquetta Wheeler and her mother Tessa Codrington, Jasmine Guinness and her mother Liz Casey, and Jodie Kidd and her mother Wendy Kidd.

Colin Henry, CEO at Jaeger, said: “We are proud to unveil the three inspirational mother and daughter pairs featured in our Autumn/Winter campaign. Each duo shares an inherited sense of refined style and a love of timeless, quality pieces; truly personifying the spirit of Jaeger through the decades”.

Jaeger, renowned for offering refined, sophisticated but relaxed fashion year-in-and-year-out, admits that its new collection combines: “Easy, throw on pieces in soft, natural fibres with the emphasis on timeless, ageless style, these are the classics of the future, designed to be worn right now.”

With its series of stylish wool coats, feminine knitwear and statement dresses, the collection truly encapsulates the classic sophistication portrayed in the brand’s upcoming Mothers & Daughters campaign.

Written by Orla Wallis. Images © Jaeger.