Initially, I was self-taught. I didn’t choose art at school, only academic subjects, although I felt my vocation was as a ‘creative’. So outside of my studies, I started drawing and painting. I also bought a camera and set up a darkroom in my parent’s house. I was then accepted onto the local foundation course at Cumbria College of Art and Design. I had a detour for a few years as a male model before eventually taking up my place there which led to me being accepted onto the BA course at Central St. Martins and afterwards the MA course at the RCA.

A wedding dress for a friend.

 

Jaeger is a brand with a rich heritage. How do you maintain that heritage while designing new collections?

Our heritage is extremely important to us and the emphasis is to use it to inspire our modern designs. We are conscious to keep progressing whilst retaining the strong spirit of our fantastic 126 years of heritage. Our aim is to combine creativity and innovation with desirability and wearability. 

Your ad campaign with Lara Stone for SS2010 is absolutely amazing. What was the concept behind it?

Our ad Campaign with Lara Stone for SS10 was a continuation from our AW09 campaign. Autumn/Winter had energy and interaction and for SS10 we wanted a laid back, laissez faire feel – she was relaxing in her beach house in Santorini looking gorgeous!

What are the key pieces of the SS2010 collection?
Unstructured tailoring, pops of colour (tomato red, apple green), pant suits, our new graphic wave stripe, modern shorts, the jumpsuit and summer embellishments.

 What was the inspiration behind Jaeger London AW 2010?
The influence for our Autumn/Winter 2010 collection is strong tailoring, noble fibres and modern classics – we wanted to produce pieces that were both catwalk-worthy and that women really want in their wardrobes.

What are the major trends for AW10-11?
Minimalism, noble fibres, camel, velvet, shearling, new tailoring proportions, wearability.

How do you define the Jaeger woman?
She is a fashion-conscious, confident, discerning woman of no particular age.

In the 90's Jaeger developed a reputation for being suitable only for older clientele. You have an experience of revitalising brands.  During your time at Jaeger you have injected energy and youth into the collection. Where do you see the brand going in the next few years?

Jaeger dresses women of all ages. Our collections have broad appeal and we don’t target a particular age group. It really is more about an attitude. Today you can meet a 20 year old who wants to dress in a classic style or a 60 year old who looks great in the seasonal trends.

In the past you have worked for Pringle of Scotland, Holliday and Brown, J Crew and Jean Paul Gaultier and lived in the world's fashion capitals. Which city is your favourite?
NYC for its energy, Lake Como for its beauty, Paris for its lifestyle but London is home!

What was the inspiration for the Boutique by Jaeger collection?     

We decided to launch Boutique as we recognised an opportunity for Jaeger to establish a more affordable collection aimed at a younger market. Boutique by Jaeger was initially inspired by the expressive nature of Jaeger’s 60s boutique collection called 'Young Jaeger', founded by the legendary Jean Muir.

What are the key pieces in the Boutique by Jaeger AW2010 collection?

The collection incorporates flirtatious skirts, cropped drummer and bomber jackets, drape coats, fun statement knits, tulle t-shirts, the micro tux, zipped silk printed dresses, sheer ruffle blouses and rolled-up shorts. Key styles are: Bow detail taffeta cocktail dress (yellow) @ £175, Ruffle collar coat (denim) @ £299, Animal print shirt dress (b/w) @ £175, Lurex hoodie (gold) @ £99, Velvet jumpsuit (black) @ £175. There is a small offering of accessories for the AW10 launch including cuffs, belts and scarves.

Special thanks to Iona and Stuart Stockdale.