We talk to the stylish designer behind our exclusive new knitwear collection.

Meet Jasmine Guinness: model, mother, designer, heiress and toy-shop owner. This multi-tasking mother of three is also the woman behind our exclusive new collection of cardigans, knitted skirts and sweater dresses. Inspired by strong and stylish women, each statement piece is made from the finest cashmere or merino. Here, we speak to the designer about her inspiration, the importance of the cardigan and her favourite AW15 pieces...

Why did you choose Jaeger to collaborate with?
I've wanted to collaborate with Jaeger ever since I met the lovely team on the Mothers and Daughters AW14 campaign ‒ they were so friendly and fun to work with. I also love that it's a brand that focuses on quality, luxury and timelessness. Everything is so beautifully made from such wonderful fabrics."

Why knitwear?
I love knitwear. Being from Ireland it was always an integral part of everyone's wardrobe! I like the easiness and practicality of it, but also the luxury and comfort.

There was a particular focus on the cardigan...
Yes, I wanted to create a collection that celebrates the cardigan as the chic and timeless staple it is while doing the Jaeger hallmarks of quality, elegance and character justice.

Can you tell us a little bit about what inspired the collection?
Each piece is inspired by an influential woman, either that I know or have admired in my life. For example, the Huntress is inspired by the classic English ladies I used to read about in old books: proper, practical but just a little bit sexy. My mum's style from the 70s and 80s was also a great source of inspiration and something I looked to when designing the baseball cardigan ‒ the 'J' logo is just a little bit of me! Lastly, and by no means least, there was the Jaeger woman, who influenced the heritage houndstooth cardigan and matching skirt.

Who is the 'Jasmine for Jaeger' woman?
I didn't have a particular demographic in mind when I was designing the collection. I hope there is a little something for every woman who likes a bit of character and style in her life."

Which is your favourite piece and why?
I can't choose - I love them all! I'm so proud of how each piece turned out. I really enjoyed working with the Jaeger design team and the creative freedom we were given.

What do you enjoy most about designing clothes?
It's every girl's dream job! It's amazing being able to create something that I have always wanted to wear and then go through the design process and watch it being made.

What else will you be wearing from Jaeger's AW15 collection?
I love the suede trench coat and the 70s-inspired corduroy pieces. The colours and cuts are great, and you could wear them forever.

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