AW16 Campaign

This is where our Autumn/Winter ‘16 story begins, and (as you can tell) we wanted to do things a little differently this season. Cue model-of-the-moment Sam Rollinson: the 21-year-old Doncaster lass whose signature bob and refreshingly easy-going attitude have helped catapult her into the spotlight. Then, there’s male models Ben Allen and Matthew Bell ‒ the first finding fame after his SS13 Prada runway debut, while the latter you may recognise (chiselled cheekbones, and all) from our very own SS16 campaign. Not forgetting the man behind the lens, Boo George: the Irish photographer from County Wicklow whose unique aesthetic has won him jobs for the likes of i-D, Vogue and W. “I love Boo, he’s so funny. He’s super-chilled out and easy to be around,” says Rollinson of George.

I love Boo, he’s so funny. He’s super-chilled out and easy to be around
Sam Rollinson
AW16 Campaign

And, it’s not just our campaign we’re doing differently. “For the Autumn/Winter collection, we’ve focussed on engineering and modern technologies to transform our offering ‒ it’s a study in innovation,” explains Sheila McKain-Waid, Jaeger’s Creative Director of Womenswear. “This could be a sumptuous coat made from lofty, weightless wool or bonded seams added to create sporty accents,” she continues. Drawing inspiration from art, architecture, athletics and street culture, you can expect to find everything from elevated denim and sporty-chic separates to abstract watercolour prints ‒ all nodding to fashion’s new casual mood.

The women’s Autumn/Winter collection is a study in innovation
Sheila McKain-Waid, Creative Director of Womenswear
AW16 Campaign
We have concentrated on designing for the real-life guy, with clothes that have relevance to busy lifestyles
James Jee, Head of Menswear Product

Over on menswear, the laid-back vibe continues. “We have concentrated on designing for the real-life guy, with clothes that have relevance to busy lifestyles,” explains our Head of Menswear Product, James Jee. Think unlined suits, unstructured blazers and a new sports-inspired capsule collection. Versatility and performance are also key this season. Take our reversible ‘shacket’ (the cool shirt/jacket hybrid) or our wool check jacket with detachable shearling collar. There’s also a washable suit. Yes, washable.

Here’s to new horizons…

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