London 02/22/10 WireImage
In London, modern and minimal looks ruled and graphic transparency was a major trend. Like luxe turned inside out, transparent, colorless fabrics communicated a need for something special without even a hint of vulgarity. This season London was all about the personal, forward-looking fashion statement.
This London Fashion Week marked the first ever Jaeger London collection to appear on the runway. Jaeger is a one hundred year old brand with over 90 stores in the UK and abroad, so, in a sense, Jaeger's marrying up and moving beyond its birthplace of the high street. Until 2005, Jaeger was experiencing what many established brands face after decades of successful business, namely, a slow and inevitable decline in consumer loyalty based on a stale aesthetic and aging target demographic. The brand was rejuvenated with new proprietorship and has since forged a fresh reputation after revisions in magazine advertisements, store interiors, and press strategies. Jaeger London, the high fashion off shoot of the brand is headed by designer Karen Boyd. The collection for Fall 2008 featured 1960's tailoring, much of it black, with some snakeskin prints and tassle details. What will become of Jaeger London? Only time will tell wether this snowball will keep rolling and the brand truly revitalized. We do like the narrative, and, Jaeger's newest soundbite for the staple 'Who would you want to wear your clothes?' question. Namely, “The bohemian traveller journeying first class in vintage couture.”. Below, a video courtesy of British MarieClaire which wraps up the Topshop Unique and Jaeger collections.
Image courtesy of Coutorture Member, The Shiny Squirrel.