Today was  the Jaeger Autumn Winter 2011 Press day.  A fabulous affair full of bold, brilliant colours. The colour pallete for the AW 2011 collection is full of bright solids and primary colours. I particularly liked some of the patterns in the Boutique by Jaeger collection which had been reinterpreted from the Young Jaeger archive. Also on show was the shoe collection by Beatrix Ong, featuring some stunning heels that will be the envy of women next season.

I just saw the new Beatrix Ong Autumn/Winter 2010 video.  The amazing video features World Pole Dancing Champion, Elena Gibson in her studio, uncovering some of Beatrix Ong's key styles of the season. The short film is titled Conceal/Reveal. I was also  shocked when I discovered that director Mark Jubber, shot and edited the Autumn/Winter 2010 Beatrix Ong campaign film entirely on the iPhone 4. Personally I'm a Blackberry guy  but this video really is breathtaking and takes on an ethereal quality.  Who would have thought that a pole dancer could be so serene and classy?

Beatrix Ong Conceal/Reveal Autumn Winter 2010 from Mark Jubber on Vimeo.

The relaunch of the website also means that  Beatrix Ong shoes can now be ordered online and be delivered worldwide including Europe, USA and Australia. 

Beatrix Ong, comments: "The Autumn/Winter 2010 collection is about concealing and revealing. It’s a collection that is both sophisticated yet subversively sexy, perfectly portrayed by Elena’s extraordinarily beautiful and graceful style of dancing to the atmospheric music of Lysa Jayne and Jujulele."

We attended the Jaeger Spring Summer 2011 Press day last week. A press day so fabulous that even the mannequins are walking in style. The clothes for spring summer 2011  capture the brands usual sophistication and each range caters to a different woman. Jaeger Black is for the stylish business woman and includes  cocktail dresses and demure long gowns while Boutique by Jaeger is for the woman in her 20's who likes to look girly, confident and effervescent. Especially loved the floral prints on the Jaeger London pieces and  there was a glitzy Jaeger London dress that was the vision of subtle perfection.

Does the Dior Autumn Winter 2010 look like the Jaeger AW 2010 ad campaign?

I just saw the new Lady Dior campaign ads and while I think the photos are great I can't help but think it looks a little like the Jaeger AW2010 campaign which was released earlier this year and has been in fashion mags and newspapers for the past two months. Both ads were shot in the London Eye. While there is no denyng that both ad campaigns are gorgeous, I can't help but wonder why Dior would shoot a campaign in the same location as Jaeger, during the same season? What do you think?

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.

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