For Autumn/Winter 2010, the British heritage brand Jaeger is proud to introduce Boutique by Jaeger, its dazzling new collection for the fashion-fervent young woman. This exhilarating new line will boast the quality, attention to detail, and eclectic style for which the 126-year-old company is justly renowned, while inviting a whole new generation to fall in love with the label. Boutique by Jaeger will be spirited, minxishly irreverent and utterly irresistible.
The venture is inspired by the iconic, 60s Young Jaeger range as reinterpreted by the brand’s in-house design team, directed by Stuart Stockdale. His muse is today’s modish young Londoner. This woman is edgy, brimming with attitude and intoxicated by fashion. Our heroine will find her fashion fix in an expressive collection that captures the liberated spirit of the 60s and marries it with a contemporary rock ‘n’ roll vibe. Jaeger’s eye-candyish wardrobe of separates will prove the ultimate dressing-up box for this shopper-turned-self-stylist. The Boutique woman will provide the charisma, Jaeger the design flair and raw materials.
And what materials: leopard Jacquards, georgette candy stripes, electric-blue crepe, Lurex hologram sweatshirts and silks finished with ravishing pink and red kisses – the Boutique girl naturally commands attention. Prices for this array of trousers, day dresses, blouses, jackets and coats will be still more accessible than the main Jaeger lines, yet at no expense of quality. Boutique’s wealth of wool, silk and custom trims reflects Jaeger’s longstanding championing of noble, natural fibres. The Boutique by Jaeger buyer is sating her fashion lust, while beginning a lifelong love affair with quality. Hemlines may be shorter, the mood more flirtatious, but the Jaeger aesthetic is recognisably in evidence. Here, in girlish guise, are many of the brand’s signatures: the seductively sheer printed blouse and multitasking woollen blazer. However, the devil is in the detail, and we should expect the unexpected: a wet-look sweatshirt collar, or laminated tweed.
Elsewhere there are cropped drummer and bomber jackets, coquettish minis, witty knits, tulle T-shirts, cool drapes, micro tuxes, zippered silk dresses, ruffle blouses and rolled-up shorts. The coat, that time-honoured Jaeger staple, has metamorphosed into a fashion phenomenon.
Heavy, blouson frills and punkish zips festoon one piece, facet-punching another. No less cult will be Boutique’s foray into the realm of accessories: a micro-collection of cuffs, belts and scarves destined to hurtle out of stores.
Jaeger’s Group Chief Executive Belinda Earl remarks: “I am absolutely delighted to welcome the Boutique by Jaeger woman into the Jaeger fold. We look forward to responding to her needs, her moods and insatiable appetite for fashion that we all share.”
Boutique by Jaeger is available from Harris Agencies