Mum knows best: Jaeger celebrates mothers and daughters

The brand recruited three British models – Jacquetta Wheeler, Jasmine Guinness and Jodie Kidd – and their mothers in a photoshoot and campaign video. In a video created as part of the campaign, the models and their mothers explain what British style means to them. The black and white short film seamlessly switches between the younger and older generations, all looking refined in their Jaeger clothes. You can see the similarities between the pairs, in how they look and talk, and it is a fitting way to bring to light Jaeger’s ethos, that is ‘we don't sell clothes, we dress women’.

Speaking about the choice to pair models with their daughters, Jaeger CEO Colin Henry says: ‘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.’

It is a charming way to embrace The Flat Age Society – showing that there is beauty in both youth and age.