Marks and Spencer relaunch Jaeger in time for AW21

woman wearing brown coat standing

British fashion label Jaeger will relaunch for fall/winter 2021 under the Marks and Spencer umbrella. The retailer purchased the label from administration in January for 6 million pounds.

M&S will launch the “all-new” Jaeger on October 6. This is part of its larger ‘Brands At M&S’ strategy. A store trial will follow in October. The first capsule collection will include “contemporary and collectable pieces” for men and women. It will feature coats, dresses and knitwear inspired by Jaeger archives.

Jaeger’s new look and feeling will represent “effortless elegance and British modernity and the creation tomorrow’s vintage,” according to a statement. Jaeger also has a new logo that marks the next chapter. Jaeger was established in 1884 and has been making clothing for 137 year.

woman wearing brown coat standing

Marks and Spencer added that Jaeger would champion the UK and use British fabric and manufacturers as part a global supply chain. Jaeger’s “quality design, innovation, and quality” will be the focus of the relaunch. The brand’s heritage will also be protected by the relaunch, which will offer British modernity in terms of cut, fit, and quality.

Under the direction of Fiona Lambert (who has previously worked for George at Asda and River Island), Jaeger has been given an independent team to revitalize Jaeger as a digital-led company.

Fiona Lambert (managing director of Jaeger), part of the M&S Family stated in a statement that “there’s nothing more exciting then relaunching a company and we are thrilled to have taken Jaeger’s fantastic heritage and reimagined with British modernity, sensorial quality, and that we believe will create tomorrow’s vintage.”

“The first capsule collection’s gives an idea of Jaeger’s style: the luxurious wool suit and the tartan mini. We are eager to hear from both new and loyal customers about our ranges. The best part is that this is only the beginning.”

Jaeger’s digital-led brand gets a new look after the M&S acquisition

Jaeger will use noble fabrics in the autumn/winter 2021 capsule collection. There will be silk dresses (from199 pounds), wool coats and cashmere knitwear. Key products will also be inspired by Jaeger’s archives, such as the iconic Shift Dress, a throwback from the Jaeger style that dates back to the 1960s. It features a contrast cuff collar and collar made of French crepe, and the Camel Hair Coat, which is an original Jaeger creation with natural insulation.

Jaeger’s new direction is shown in the first collection. Jaeger explains and then adds that they will follow it up with a wider product range for spring/summer 2022 based on customer feedback.

man in brown suit jacket carrying brown backpack

Richard Price, M&S clothing’s managing director, said: “We are shaping the future M&S Clothing so that it is more relevant, and more often for customers – responding both to the emergence platform retailing along with utilising the strength our own brand product engine.”

“Jaeger gives us the unique opportunity to offer our 22 million customers a well-loved heritage product. Fiona’s leadership is supported by our infrastructure, but it has its own vision and values, making Jaeger an integral part of the M&S Family.”

Jaeger’s capsule collection will be available online starting October 6th through Also, it will be available in select M&S stores across the country starting October 28th. Prices range from 25 to 499 Pounds.

Bluewater, Camberley and Cheshire Oaks are among the stores that will stock Jaeger. Each store was chosen to test different models, from Cribs Causeway’s “sell by sample” (browse in-store and buy online), to an “store within a shop” (each store contains a Jaeger entry), to Edinburgh’s full “store within the store” model.

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