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Lara Stone is no longer the face of Jaeger London, the curvaceous blonde has been replaced by Abbey Lee Kershaw.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.

The revitalisation of Jaeger continues with the Jaeger London AW2010 show that took place at London Fashion Week. The brand also attracted a younger set of celebs to its front. The front row included peaches Geldof, Alexa Chung and the Saturdays.

First you saw the womens collection now  its the guys turn. The Jaeger by Jaeger collection  recreates some key pieces from the brands 125 year history while updating them  so as to be relevant to fashion today. 

What's the first thing you think of when you hear  the phrase "Iconic British Brand"?..Probably Burberry. but if these shots from the Jaeger by Jaeger Spring Summer 2010 lookbook are any indication that title also perfectly fits Jaeger. Under the direction of Stuart Stockdale,  The Jaeger brand has seen a strong resurgence. Stuart Stockdale is also credited with revitalising the Pringle of Scotland brand when he  desgned for the brand between 2000 and 2005. It should come as no surprise that  he has also had a similar impact at Jaeger.

More Images of the Jaeger by Jaeger collection are after the jump.

Jaeger's Design Director Stuart Stockdale  discusses the concept behind Jaeger's Autumn Winter Campaign. He also talks about the creative ideas that went into designing the fashion label's  most recent line. On a side note, Is it just me or does Stuart Stockdale look like David Beckham? The resemblance is uncanny

The full video is after the Jump.

More of the Jaeger Autumn Winter 2009/2010  campaign photos have surfaced online. the images were shot in London at the iconic  Somerset House and feature model of the moment Lara Stone and Jon Kortajarena.  I see these ads as the rebirth of Jaeger.  If these images are any indication of whats to come  then I am really  looking to forward to their show at London Fashion Week. Ironically London fashion week will take place at the same location these photos were shot.

Visit Jaeger

 
This  new  image for Jaeger's Autumn/Winter campaign has just popped up on the fashion spot. Its nice to see the restoration of Jaeger, one of the most quintessentially British Fashion labels.  Its got a very "Upper East side" feel to the campaign. The campaign stars Lara Stone and Jon Kortajarena.

The guys ( and gals) over at the Design Scene Blog have even commented "that the campaign is channeling the Manhattan elite, move over Chuck Bass of Gossip Girl, Mr Kortajarena is here".  Although we think Lara and Jon are doing big city glamour very well, we think we'll stick with Chuck Bass ...because he's British and we are just a bit biased (PS. We are British).

Jaeger London

When i think of Jaeger I don't immediately think of it as something I would wear. My aunt and uncle buy the brand by the  case load, so I usually think of it as appealing to an older demographic.  I just saw the images from the Jaeger London Spring/Summer 2009 lookbook and I am really impressed by the revitalization of the brand. Its got the high end look expected from  the Jaeger name but at the same time there is a youthful feel to the brand.

Last year, Stuart Stockdale came on board as Design Director of Jaeger. He previously revitalized  the image of Pringle of Scotland.  It might be early to say this but I think he can do for Jaeger, what  Christopher Bailey did for Burberry. 

In the nineties Burberry had a negative image in the  public it started to become popular among  football hooligans and chavs. Not really an association that  a Luxury brand wants to have. However, since Christopher Bailey took over as Creative director they have revitalized the brand  and it is once again one of Britains strongest Luxury brands.  I think we are in for a surprise from Jaeger.

more Jaeger after the jump

Fashion Week Autumn/Winter 2009 is soon approaching, Infact it is just next month. So, it shouldnt be surprising that a schedule of the shows is  already available.

Friday 20th February
10:00  Paul Costelloe  
11:30  Caroline Charles  
13:30  Jenny Packham
15:00  Eun Jeong  
17:00  Ashish 
19:30  Central Saint Martins