Jaeger has revealed their full Autumn Winter 2010 campaign. The  iconic British brand, chose Emma Summerton to shoto the campaign. The campaign features Abbey Lee Kershaw, Imogen Morris Clarke and Ollie Edwards.
“We wanted to shoot a campaign for Autumn/Winter 2010 that captures the iconic spirit of Jaeger London, combined with an impressive London backdrop. The London Eye lent itself perfectly for capturing the striking London scenescape, and the pod creates a look that is bold and directional.” - Stuart Stockdale, Jaeger's Design Director.

Boutique by Jaeger will be opening a pop-up shop on August 7, at 10 Foubert's Place, off Carnaby Street, London. The pop-up shop will stock Jaeger's new, younger, lower priced line aimed at the under 30 market.

Lara Stone is no longer the face of Jaeger London, the curvaceous blonde has been replaced by Abbey Lee Kershaw. Once again Ollie Edwards is the male lead and the photographer is Emma Summerton and Imogen Morris Clarke will also make a cameo in the ads. The iconic heritage brand shot the ads from atop the london eye with  the London Skyline serving as the shoots backdrop. 

Initially, I was self-taught. I didn’t choose art at school, only academic subjects, although I felt my vocation was as a ‘creative’. So outside of my studies, I started drawing and painting. I also bought a camera and set up a darkroom in my parent’s house. I was then accepted onto the local foundation course at Cumbria College of Art and Design. I had a detour for a few years as a male model before eventually taking up my place there which led to me being accepted onto the BA course at Central St. Martins and afterwards the MA course at the RCA.

A wedding dress for a friend.

 

Jaeger is a brand with a rich heritage. How do you maintain that heritage while designing new collections?

Our heritage is extremely important to us and the emphasis is to use it to inspire our modern designs. We are conscious to keep progressing whilst retaining the strong spirit of our fantastic 126 years of heritage. Our aim is to combine creativity and innovation with desirability and wearability. 

Boutique by Jaeger modelled by Stephanie Rad from Storm Models

I know we just posted about Jaeger but I thought this little development was exciting enough that it deserved it's own post. Over the past 2 years Jaeger has revitalised the brand and become a staple on the London Fashion Week Calendar.

Now the brand is branching out and starting a new line called Boutique by Jaeger. The new diffusion line is targeted at the 18-30 market. It draws inspiration from  the 60's Young Jaeger range. Design director, Stuart Stockdale's muse for the collection is  today's modish young Londoner. This woman is edgy, brimming with attitude and intoxicated by fashion.

Gone are the days when Jaeger was thought of as  brand only for older women. Now the brand appeals to every generation.

Boutique by Jaeger will launch in July  and according to Vogue, It will retail for 30% less than the Jaeger main line. 

I was raving about the clothes when Jaeger showed this collection at London Fashion Week. What I didn't realize was how amazing the accessories were. From the bags with the zip detailing to the mesh platform heels. Its very young and fresh but its got that flair  and element of sophistication that Jaeger is synonymous with, its very Blair Waldorf.