M&S takes Jaeger into swimwear sector with debut collection

Jaeger is best known or its daywear and outerwear but under M&S (which bought it in 2021) it’s now launching its first swimwear collection.

The brand aims to “capture the spirit of sun‑soaked escapes and effortless coastal style. Designed to be taken straight to the shore, these swimwear essentials embody the same elevated approach found throughout the wider womenswear collection”.

Importantly, each piece is meant to “transition seamlessly beyond the water: styled with breathable silk‑cotton shirts and finished with leather sandals for an easy yet polished look”.

Coming hot on the heels of news that TBCo is also launching its first swimwear and the debut of Burberry‘s Hunza G swim collab, it’s clear that the brand is putting a lot of faith in swimwear this year.

That’s despite the resurgent cost-of-living crisis, new EU rules that have been delaying British holidaymakers at European airports, and warnings of jet fuel shortages. The odds may appear to be stacked against seamless holiday experiences this year, but brands still expect it to be a big swim season.

Back with Jaeger, its new swimwear comes “alongside a womenswear collection that celebrates elevated everyday dressing” and links closely to the swim launch with a coastal inspiration.

The overall offer is “designed with a contemporary eye” and made in premium fabrics – from suede and leather to silk, lace and embroidery – the range aims to offer “standout pieces that instantly anchor a modern summer wardrobe”.

The womenswear features “Jaeger’s heritage reimagined in lighter, more fluid forms inspired by coastal living. Draped silhouettes, intricate appliqué and bespoke prints, drawn from illustrations of seaside life, evoke a quiet luxury shaped by the rhythms of the sea”.

The color palette is anchored around lemon that can be found in suiting, pure‑silk pieces and co‑ords. There are also crisp cotton dresses with origami‑inspired bib detailing.

Tangerine is another key color and there are also “warm, earth‑baked tones, grounded by structured leather accessories”.

Across the collection, details include placement prints, appliqué and bold geometrics, color blocking, contrast trims and “refined” frayed edges.

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