Jaeger, the 126-year old British heritage brand, is launching a new sister brand called Boutique by Jaeger, priced at 30-50% less than the main line. The range has been inspired by the iconic 60s Young Jaeger range as reinterpreted by the brand’s in-house design team (including designer Julie Stokes previously of Luella Bartley) under the direction of Stuart Stockdale.
Previewing Boutique at their press event on Wednesday (14th April), I was happy to see the range offering the same stylish and quality kudos one usually associate with the brand. The hemlines may be shorter, the mood more flirtatious, the range is a move towards broadening Jaeger’s contemporary appeal for the 20’s plus age group without annihilating its traditional customers. There are 90 pieces in this first collection for Autumn/Winter 2010 including silk blouses and day dresses, wool jackets and coats, leopard print knits trousers, cropped drummer and bomber jackets, tulle T-shirts, zippered silk dresses, ruffle blouses and coats with elaborate neckline.
There's also a realm of accessories: a micro-collection of cutting edge cuffs, belts and scarves.
At the press event, I bumped into BBC News presenter, Riz Lateef. Together we swooned over the sequin jackets, bandeau dresses, and the lame cardigans. We also loved the zip detailing on soft tops and the array of more cutting-edge accessories including belts, cuffs and scarves. Riz has sported Jaeger on-air on many occasions and no doubt I’ll be watching out for new Jaeger additions to her wardrobe.
Jaeger Boutique will be launched at the end of July in 18 stores across the UK including the main Regent Street flagship, as well as department store concessions, and will be available also from Jaeger’s website. I was told there'll be pop up stores as well around the end July and early August.
Previewing Boutique at their press event on Wednesday (14th April), I was happy to see the range offering the same stylish and quality kudos one usually associate with the brand. The hemlines may be shorter, the mood more flirtatious, the range is a move towards broadening Jaeger’s contemporary appeal for the 20’s plus age group without annihilating its traditional customers. There are 90 pieces in this first collection for Autumn/Winter 2010 including silk blouses and day dresses, wool jackets and coats, leopard print knits trousers, cropped drummer and bomber jackets, tulle T-shirts, zippered silk dresses, ruffle blouses and coats with elaborate neckline.
There's also a realm of accessories: a micro-collection of cutting edge cuffs, belts and scarves.
At the press event, I bumped into BBC News presenter, Riz Lateef. Together we swooned over the sequin jackets, bandeau dresses, and the lame cardigans. We also loved the zip detailing on soft tops and the array of more cutting-edge accessories including belts, cuffs and scarves. Riz has sported Jaeger on-air on many occasions and no doubt I’ll be watching out for new Jaeger additions to her wardrobe.
Jaeger Boutique will be launched at the end of July in 18 stores across the UK including the main Regent Street flagship, as well as department store concessions, and will be available also from Jaeger’s website. I was told there'll be pop up stores as well around the end July and early August.
Post Title
→Boutique by Jaeger Responding to the needs of the Modern Woman
Post URL
→http://fashiondesignforgirl.blogspot.com/2010/04/boutique-by-jaeger-responding-to-needs.html?m=0
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