Tareq’s rather brilliant and very stylish launch films for the British fashion label’s Autumn/Winter collection featured heavily in the latest edition of Campaign magazine, going under review in the fearsome ‘Private View’ feature – eek! We needn’t have worried however as Tareq’s films went down as a huge success – especially with guest critic and fashionista, Mary Portas.

“The Jaeger film was elegant and curious,” remarked Portas. “It left me wanting to hear more of the conversation. A scattering of posh Mums and daughters talking about Brits and our fabulous style. There was a risk here that this could have been a bit up itself, but the ‘leading ladies’ were intelligent, unscripted and natural, showing us simply that Jaeger is a brand for elegant grown-up women for whom style comes naturally.”

Thanks Mary!

The film has made it onto the creative bible’s round-up of the week’s best work.

The British fashion brand celebrates its 130th Anniversary by enlisting the help of three top models and their mothers in an elegant and poignant series of films that draws attention to the matters of style.

Jodie Kidd and mother Wendy, Jacquetta Wheeler with photographer mother Tessa Codrington and Jasmine Guinness alongside mother Liz Casey star in an interview/documentary film directed by Tareq that succeeds in capturing the spirit and style of the classic chic fashion house – that quintessential balance of taste and elegance we have come to expect from Tareq’s extensive collection of fashion work.

The first video, entitled ‘Character’ features each mother and daughter musing over the characteristics they have acquired through the generations: ‘Her determination’, said Wheeler on mother Tessa Codrington, while Guinness expanded on her mother’s ‘bloody-mindedness’ and Wendy Kidd modestly names the ‘sense of humour’ she hopes to have imparted.

There are three further films accompanying the season’s launch, each based around a topic of discussion – ranging from what constitutes British style exactly to what it means to be a modern woman.

Jacquetta Wheeler with photographer mother Tessa Codrington