Jaeger has really honed in on the mantra, “We don’t sell clothes, we dress women,” in this beautiful campaign for its autumn/winter collection, celebrating inherited style by featuring three top models and their mothers.
Also celebrating its 130th birthday this year, the English brand chose Jasmine Guinness, Jodie Kidd and Jacquetta Wheeler to front the campaign in which the models and their mothers are all shot wearing the latest collection, proving that the classic designs can be passed between the generations seamlessly and that it isn’t just you who steals clothes from your mother. If anything, Jaeger encourages that type of behavior.
In the beautiful video clips, the women discuss all manner of things British with Jodie and her mother Wendy, who also modelled, talking about the insouciant quality of British style and its ability to be “always unique,” whilst also proclaiming their mutual style icon to be Audrey Hepburn.
There is a lovely mix of opinion as the women all give their insight into what they believe is the secret to style in Britain. Jasmine says that it has to be “spots, stripes and gingham,” whilst her mother Liz Casey goes for the opposite and describes it as “rock ‘n’ roll.”
Jaeger CEO, Colin Henry, said that these women were chosen particularly for being inspirational, he discussed how “each duo shares an inherited sense of refined style and a love of timeless, quality pieces; truly personifying the spirit of Jaeger through the decades.”