Jaeger launches new Boutique line

15Apr10

A DEAD CERT for fashion success this autumn is Jaeger’s new Boutique line – inspired by the Young Jaeger line designed in the late Fifties by Jean Muir and boasting a price point we’re promised will be 30 per cent slimmer than the mainline, it has serious credentials already.

“We’re reacting to consumer demand,” chief executive Belinda Earl tells us. “Our younger customers want to buy Jaeger all year round, not just at sale time, so we’re broadening the customer base as well as giving our existing customers more to enjoy.”

They sure are – with tops starting at £35 and dresses priced at £99, the line has all the Jaeger quality but infused with a coquettish, flirtier appeal – and it may well be the start of something big for the brand. “We’ve got all kinds of ideas,” goes on Earl – not ruling out the possibility of designer collaborations, though the debut collection was designed by house creative director Stuart Stockdale.

via Jaeger launches new Boutique line (Vogue.com UK).

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