Jaeger Looks Sharp

by Katie on February 21, 2011

Jaeger’s show was packed to the rafters to the extent that editors were buzzing about it’s capacity. 

Mutterings of “It’s only Jaeger for goodness sakes…” seemed a little unfair considering Stuart Stockdale’s design talent to steamline the offer while taking the chain’s appeal  to a wider audience in its growing number of different diffusion brands.  So successful has been  the brand’s business and marketing strategy that it was announced only last week that Jaeger is all set for a sale after owner, Sir Harold Tillman (current Chairman of the BFC), was approached by a number of buyers.  The clothing-store chain could be valued at as much as £100 million, a substantial increase since Tillman bought the business eight years ago, when the business’s losses stood at around £12 million.  Don’t knock commerciality when it’s this successful.

And the appeal is set to continue for A/W ’11 with the marrying of a rich, saturated colour palette harking to Colonial climes with attention to detailing and it’s trademark elegance and understatement.

Autumnal tones of mustard, ochre and brown came in sharp yet modern silhouettes.  Clean wool meltons, heavy ottomans, dogstooth and Prince of Wales checks celebrated the label’s heritage while flashes of colour such as pillar box red, fuchsia and electric blue signalled a pop of Sartorial colour.  Structure provided the inspiration for evening wear as silk dresses and chiffon blouses, in such striking combinations, made impact.

Beautiful full length luxe sheepskin coats with wide collars felt every inch covetable while bags and belts had this season’s feathered buckle straps.

Jaeger woman has not so much as grown up but has got street wise and become aware of her London hip street appeal.  No longer the dowdy backbone of British establishment, Jaeger has confidently made strides by way of East and West London to ensure its flair and international appeal. 

Long may it continue.
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