M&S’s acquisition of Jaeger and how, if done well, a Jaeger revival could be just what the British high street needs to start refilling some of the lost jewels in its currently rather threadbare crown.For me, Jaeger conjures memories of shopping with my mother and grandmother as a child and being in awe of the pared-back, elegant clothes on the hangers and the clean lines and quiet luxury of the stores.
It was in the 1950s and 1960s that the label won its reputation as the Max Mara of the British high street, dressing the likes of Audrey Hepburn and Marilyn Monroe in its sophisticated, great-quality clothes.
What Jaeger stood for is just what so many of us crave from the high street today.Now Jaeger’s first collection under its new owners.
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