Jaeger, Margaret Thatcher's favourite fashion chain, has launched its biggest advertising campaign for more than 20 years in an effort to woo younger consumers put off by its twinset-and-pearls image.

Ads are appearing in fashion magazines such as Vogue, Marie Claire and GQ - as well as the style supplements of the weekend newspapers - as part of a push to broaden the appeal of the brand.

The decision to pursue younger consumers follows research by Jaegar that showed its customers are predominately aged 45 and over.

Best known for its classic suits and tweeds, Jaeger became a favourite of Baroness Thatcher - hardly an inspiration for cool, young women.

She once said she loved living in London's Flood Street because there was a Jaeger around the corner.

The company recently hired the fashion designer, Bella Freud, to help transform its image.

Jaeger hopes to follow in the footsteps of the recently rejuvenated Burberry, which has become a fashion favourite of a legion of pop stars such as Nicole Appleton and Victoria Beckham.

"We're using the autumn/winter collection to reintroduce consumers to Jaegar," said the company's marketing director, Graham Sim.

"We are also aware a lot of our current consumers want us to move the brand on and we have made a lot of changes in the past few months.

"There hasn't been a campaign for Jaegar in the style press for a long time but we think this is the right time."

The campaign also coincides with a revamp of Jaegar's stores.

The architect, David Collins, who has worked for the likes of Vivienne Westwood and Amanda Wakely, was drafted in to create a new look for the chain and the first flagship store will open in Leeds later this year.

The advertising was created in-house by the art director, Martin Jacobs, and Nathanial Goldberg, a photographer who has created ads for Hermes and Christian Dior.

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