Jaeger confirmed today that it has signed up Bella Freud to design its Autumn 2001 range in a move to attract a younger audience.

The British brand, famous for its staid and sensible women's wear, has also signed up Bartle Bogle Hegarty to create a new advertising campaign that will revamp the company's middle-aged image.

Pat Burnett, Jaeger's new chief executive said: "We are taking Jaeger all the way from classic to cosmopolitan and contemporary."

It had been rumoured that Bella Freud was to join glamorous French fashion house Balmain to oversee their knitwear lines.

A Jaeger representative commented on the appointment of Bella Freud: "She's the ideal person to bring a bit of fun to the range."

Jaeger is a major brand within the troubled Coats Viyella group and has approximately 180 retail outlets in the UK. Its head office is based in Soho, London.

Founded in 1982, advertising agency Bartle Bogle Hegarty's other fashion clients include Levi's, for which it developed the 1999 "Flat Eric" campaign.