boutique by jaeger s/s11
report by yasmin coke
Thought the reinvention of Jaeger story just couldn’t get any better? Well, get this…
We’ve had a sneak peek at the second collection of Jaeger Boutique (S/S 11) and it’s beyond wonderful. Not since the demise of Luella have we spied a collection with such a quirky-cool Brit girl spirit. And it’s all thanks to Jaeger’s finger-on-the-pulse Creative Director, Stuart Stockdale, who cannily snapped up former Luella Design Director, Julie Stokes to head up Boutique.
The witty collection is brimming with beautifully executed pieces. Cue cute day dresses with curly, braid-motif (ric-rac to your mum when she’s in the haberdashery department) boxy, rainbow-hued, tweed jackets with grosgrain ribbon trickle trim and jersey camisoles with seaside rope twine straps. Utterly modern but with a beguiling retro feel.
“The point was to create clothes that were effortless, cool and fun,” says Stokes who delved into Young Jaeger’s amazing archives for inspiration. The upshot? Piped, smock tops, flippy, khaki A-line skirts and faux naïve chiffon party frocks. They’re the kind of clothes, says Stokes, that cool girls love to wear. “We see it as Britain’s answer to APC.”
She’s not wrong. Designed for a younger, hipper clientele the collection’s price point is 30% less than its mainline range, with neon-specked T-shirts starting at £45 and breezy, silk summer dresses at £180.
The only bad news? You’ll have to wait until January for Boutique’s S/S 11 collection to hit the stores. In the meantime, the brand’s pre- collection is available from today.
Their A/W range is available now in selected Jaeger stores, Boutique pop up shop on Carnaby Street and on asos.com for S/S 11.
