Jaeger London Spring/Summer 2011

British fashion staple, Jaeger, launched its’ new collection this week with a modern twist on its’ classic style. After months of digging around in their archives of fabrics and sketches, ‘Jaeger by Jaeger’ was born; reworking vintage designs and cuts with new fabrics and patterns. With over 120 years of archived collections to choose from, the majority has been inspired by their 1960s’ lines, complimenting their other capsule collections. Expect traditional pinstriped suits, Breton shirts, and classic shift dresses, all updated and reworked to keep the brand both fresh and in keeping with its signature minimalist aesthetic. The added detail of the vintage images, which inspire the individual piece and appear on the respective tags, is an extra element to make each item seem familiar and endearing. These details, combined with the fact that this range is produced within the UK, confirm Jaeger as one of the Britain’s national treasures.

The other addition to the brand is their new capsule collection; Boutique. Launched in August, this offers younger shoppers a more affordable way to access Jaeger’s timeless look, with a price range 30% smaller than the main collections. Boutique is also 1960s inspired, taken mainly from their late 1950s’ Young Jaeger line, designed by Jean Muir, with girly shift dresses and fun, bright prints; ideal pieces to take from day to night. Design director, Stuart Stockdale, has definitely done the brand proud; Jaeger’s new collection is everything its’ fans have come to expect from the British heritage label and the new retro-inspired styling and the introduction of Boutique are sure to attract a new generation of followers.