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.

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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.

The Jaeger London Show just finished and Jourdan Dunn was one of the models that took  to the catwalk for the brand. The first models on the catwalk wore white minimalist silhouettes, which I believe will be a big trend in Spring Summer 2011. The collection consisted of structures pieces that had a lot of liquidity and movement. Also present were the classic blazers and waistcoats that emphasize Jaegers strong Tailoring. In addition to white dresses the colour palette also included red, blue and a white tunic with a watercolour poppy print.

video of the Jaeger London SS2011 Fashion Show will  be posted as soon as it is available.

While he was at Pringle of Scotland, the former model  was credited  by Vogue  as "the man who made knits sexy" and praised for revitalizing the Pringle brand.

How did a young man from Cumbria become a designer? Was fashion always one of your passions?

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. 

Your ad campaign with Lara Stone for SS2010 is absolutely amazing. What was the concept behind it?

Our ad Campaign with Lara Stone for SS10 was a continuation from our AW09 campaign. Autumn/Winter had energy and interaction and for SS10 we wanted a laid back, laissez faire feel – she was relaxing in her beach house in Santorini looking gorgeous!

What are the key pieces of the SS2010 collection?
Unstructured tailoring, pops of colour (tomato red, apple green), pant suits, our new graphic wave stripe, modern shorts, the jumpsuit and summer embellishments.

 What was the inspiration behind Jaeger London AW 2010?
The influence for our Autumn/Winter 2010 collection is strong tailoring, noble fibres and modern classics – we wanted to produce pieces that were both catwalk-worthy and that women really want in their wardrobes.

What are the major trends for AW10-11?
Minimalism, noble fibres, camel, velvet, shearling, new tailoring proportions, wearability.

How do you define the Jaeger woman?
She is a fashion-conscious, confident, discerning woman of no particular age.

In the 90's Jaeger developed a reputation for being suitable only for older clientele. You have an experience of revitalising brands.  During your time at Jaeger you have injected energy and youth into the collection. Where do you see the brand going in the next few years?

Jaeger dresses women of all ages. Our collections have broad appeal and we don’t target a particular age group. It really is more about an attitude. Today you can meet a 20 year old who wants to dress in a classic style or a 60 year old who looks great in the seasonal trends.

In the past you have worked for Pringle of Scotland, Holliday and Brown, J Crew and Jean Paul Gaultier and lived in the world's fashion capitals. Which city is your favourite?
NYC for its energy, Lake Como for its beauty, Paris for its lifestyle but London is home!

What was the inspiration for the Boutique by Jaeger collection?     

We decided to launch Boutique as we recognised an opportunity for Jaeger to establish a more affordable collection aimed at a younger market. Boutique by Jaeger was initially inspired by the expressive nature of Jaeger’s 60s boutique collection called 'Young Jaeger', founded by the legendary Jean Muir.

What are the key pieces in the Boutique by Jaeger AW2010 collection?

The collection incorporates flirtatious skirts, cropped drummer and bomber jackets, drape coats, fun statement knits, tulle t-shirts, the micro tux, zipped silk printed dresses, sheer ruffle blouses and rolled-up shorts. Key styles are: Bow detail taffeta cocktail dress (yellow) @ £175, Ruffle collar coat (denim) @ £299, Animal print shirt dress (b/w) @ £175, Lurex hoodie (gold) @ £99, Velvet jumpsuit (black) @ £175. There is a small offering of accessories for the AW10 launch including cuffs, belts and scarves.

Special thanks to Iona and Stuart Stockdale.

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.