Marks & Spencer unveils first new Jaeger collection since acquiring brand

The capsule collection will make its debut on Marks & Spencer’s website on Wednesday and a 12-store trial using various formats will start at the end of October.

The collection marks “the beginning of the next chapter” for the Jaeger brand, which M&S bought for £6m at the start of the year. 

M&S chiefs see Jaeger as being complementary to its existing own brands and have appointed former George at Asda boss Fiona Lambert as Jaeger managing director to reinvigorate it. 

M&S said the autumn/winter capsule collection “is a curation of contemporary, collectable pieces within womenswear and menswear that embody British modernity with impeccable quality, cut and fit”.

It will be followed by a broader product offer for spring/summer 2022, taking into account customer feedback and research.

Lambert said: “We are delighted to have taken the fabulous heritage of Jaeger and reimagined it with British modernity and sensorial quality that we believe will create tomorrow’s vintage. 

“From the luxe wool suit to the tartan mini, this first capsule collection gives a flavour of what Jaeger will stand for: effortless elegance. 

“We’re looking forward to hearing feedback on our ranges from new customers and those who have been loyal to the brand over the years.” 

M&S clothing and home managing director Richard Price said: “We’re shaping the future of M&S clothing to be more relevant, more often for our customers – responding to the emergence of platform retailing alongside utilising the strength of our own-brand product engine. 

“With Jaeger, we have the opportunity to exclusively offer our 22 million customers a much-loved heritage brand, which, under Fiona’s leadership, is supported by our infrastructure but has independent vision and values.”