Jaeger AW15: The Campaign

Jaeger AW15: The Campaign
What do you get when you cross legendary British photographer David Bailey with modern muse Elisa Sednaoui? The perfect blend of timeless style and fashion-forward attitude. Introducing our eagerly-awaited Autumn/Winter 15 campaign...
Iconic, forward-thinking, outspoken: David Bailey is all of the above and more. One of the world's most celebrated photographers, he is best known for his monochromatic portraits of pop icons and directional fashion editorials (as well as being a ladies man). However, what you might not know about him is that he has a long-standing relationship with Jaeger that spans an incredible five decades. It all began in 1962 with an iconic British Vogue editorial. Shot on the streets of New York, Bailey snapped his (then) lover Jean Shrimpton playfully posing by a 'Don't Walk' sign ‒ teddy bear in hand ‒ wearing a tawny suede Jaeger coat. This now famous shoot catapulted both young stars into the spotlight, and helped to cement Jaeger's standing in the fashion world. Fast-forward five decades and Bailey is once again photographing classic Jaeger pieces on black and white film. "David Bailey was a natural choice to capture this collection," comments Colin Henry, Jaeger CEO. "He made an invaluable contribution to our iconic heritage and now has to our modern narrative."

And, who better to continue that modern narrative than 27-year-old Elisa Sednaoui: model, actress, philanthropist, film director and street style star. Her personal style? Minimalist, sleek and effortlessly elegant ‒ perfectly fitting for our Autumn/Winter collection. From our signature camelhair coat and sumptuous cashmere sweater to cool, contemporary tailoring, Sednaoui wears it all with an air of feminine nonchalance. "There is a real undercurrent of easy effortlessness in the collection for AW15, which Elisa captured so well" says Sheila McKain-Waid, Creative Director of Womenswear. Although of French, Italian and Egyptian descent, Sednaoui now calls London her home. "To represent a really quintessential British brand as a new Londoner means so much to me," she explains. "These are pieces women will have and wear forever."
For menswear, the focus is also on modern updates of Jaeger signatures: the wool three-piece suit printed in our house check, the double breasted blazer, the timeless tux. Mature, masculine and just the right amount of rugged, model James Penfold was the perfect choice to showcase these current classics. Plus, he is proof that going grey isn't really all that bad…