Jaeger London

The fashion world has a new reason to celebrate. Jaeger London, the style-insider?s secret, is about to go public with its first international catwalk show.
Since its launch five seasons ago, Jaeger London has been quietly infiltrating the country?s most enviable wardrobes, putting the label back where it belongs, at the heart of iconic, insouciant British style.
As Belinda Earl, Jaeger?s Chief Executive highlights: ?The Jaeger London collection has been inspired by our rich heritage of luxurious textures and fabrics, beautifully cut in innovative and directional silhouettes. Karen Boyd and our dedicated designers have created a highly contemporary and desirable collection that showcases Jaeger?s strengths to their optimum.?
Of course it helps to have Jaeger?s amazing archives to draw upon ? sharp, snappy tailoring, gorgeous lithe dresses, the kind of coats that become heirlooms and some highly covetable prints. Back in the 50s and 60s, when the likes of David Bailey and Norman Parkinson shot Jaeger?s advertising campaigns and Jean Shrimpton, Julie Christie and Marianne Faithfull et al were wearing its clothes, Jaeger enshrined a uniquely British blend of cool and elegance.
London was calling and everyone listened.
Fast forward to 2008 and Jaeger is still a force to be reckoned with. But it takes more than a few clever archive interpretations to wow the cognoscenti. To speak to a new generation of would-be Jaeger girls, Jaeger London?s designer Karen Boyd had to pinpoint what made it sexy, chic, nonchalant and just a little bit rebellious in 1968, and alchemize this into a fresh 2008 vibe. ?Jaeger London isn?t about recreating a particular era or piece. It?s about delivering fabulous items that also have staying power. A mixture of reality and killer elegance.?
The results are an exhilarating hit of the classically stylish and the stylishly irreverent. The 2008 equivalent of 60s sexiness, insouciance, chic and rebellion might mean slinging a tribal shearling gilet over a pair of slinky flared trousers and finishing off with a pair of vertiginous heels. Or maybe it?s introducing a lasered wisp of floaty bohemian printed silk georgette to your immaculate double face wool jacket. It?s revving up an ultra luxe alpaca coat with a hint of sportiness, or oversizing a looped boucl? wool cardigan until it looks fierce.
The collection?s colour palette pushes the boundaries of new neutrals, liquid petrols, deep forest green, warm mossy shades, camel highlighted by peacock and lichen, all grounded by black.
Print is super important ? an eclectic mix of snake and animal textures, geometric spikes and blocks, graphic florals and subtle tribal references.
Whether you?re after a shaggy mongolian bomber jacket, a sculptural, bonded jersey couture skirt or dress, sharply tailored wools, wet-look silk tunics, silk velvet kimono dresses or a techno houndstooth shift, they?re all here in the Jaeger London autumn/winter 2008 collection.
Python print leather hobo bags, butter-soft fringed clutches, patent wet-look bucket bags and figure-cinching belts are what every London girl is hungry for.
In true London spirit, Jaeger London wanted its models to look the way they do when they arrive at castings – fresh faced, done yet undone – because this is the Jaeger London girl: sexy, laid-back, confident, discerning and ultra-modern.
Salute the return of a British fashion star. The blue touch-paper has been lit.


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