The Best of British...

YELLOW DRESS FROM THE JAEGER BOUTIQUE RANGE

Now, let’s see - there’s Stonehenge; the mysterious stone circle entrenched in rural Wiltshire, the famous Blackpool Pier, discussing the weather and - my favourite - the infamous and devilish Devon Cream Tea - Just a few of the British poignancies that define our culture.
Of course, because there has to be a “fashion” peg, let’s not forget the great British fashion brand that is Jaeger. This iconic stalwart has stood the test of time and solidified itself as a British heritage favourite.
Oh, Jaeger Jaeger Jaeger! You who come bearing gifts of classic staples – we salute you! If there is a brand that you can rely on to deliver effortless sartorial fetishisms then all hail those expedient chaps at Jaeger and, since 2005, Jaeger London. When ostentatious display and fast fashion has all been a bit too risky of late there was Jaeger - beckoning us to embrace that “unfussy-femininity” visage.
The recession ushered in a desire to invest in key pieces that build the foundations of our wardrobes. Jaeger London offers us high quality, indispensable separates that have longevity. Statement coats, tailored skirts and dresses, trousers and shirts – all brought to us in luxurious fabrics and cut with precision.
I have an affinity for classic versus contemporary, a winning formula that Jaeger perfects for the consortium of like-minded style fiends.
And still, the brand strives to elate…In a quest to expand its target market, July 2010 will see the launch of Jaeger Boutique aimed at a younger audience.
Coats, dresses, trousers and tops have been infused with a sixties influence like the yellow strapless number above. The debut collection exudes that same classic vibe but with a youthful and contemporary twist. And...price tags that start from around £35 - ground breaking news for impoverished me.