Jaeger – SS16 Campaign
Jaeger asked us to create an integrated campaign that would begin to change people’s perception of the their brand. Jaeger has a fantastic heritage and is a well loved institution of British fashion. It is also innovative and highly intelligent in it’s design approach and bridging these two realities was our key task.
A pioneering spirit, character and accessibility were the key aspects of the brand that we set out to capture. We worked alongside Photographer Boo George – one of fashion’s most exciting new talents with an aesthetic immediately recognisable for its realism. Casting was key – we needed a performance that the viewer could believe in and relate to. Dree Hemingway was the perfect match – a model but also an actor in acclaimed independent films her lightness of spirit matched the relaxed effortlessness of the clothes perfectly. The campaign was shot in a disused Victorian swimming Pool in Manchester which provided an element of cinematic drama.