‘Boutique’ by Jaeger: A Nod To The Modern Classic Young Woman

The ‘Jaeger’ brand is synonymous with classic, quality and timeless staple wardrobe pieces. The brand rightly prides itself on its individual and rich history which remains distinct in the fashion industry today. ‘Jaeger’ was born in 1884 as the illustrious brain child of Dr Gustav Jaeger (1832-1917), a professor of zoology and physiology. Dr Gustav Jaeger advocated the benefits of wearing animal fibre based fabrics such as wool. The brand initially specialised in fine merino wool, alpaca and cashmere but its evolution led to the inclusion of enviable tailoring , firmly establishing ‘Jaeger’ as a premium brand.

Their commitment to quintessential British textiles has always been notable. Tweed, herringbone, dog-tooth and Michael Caine-esque pinstripes consistently remain at the crux of the label. Their strong heritage is also deep-rooted in their elegant signature navy, black and ivory palette which underpins a prolific number of their stunning collections. Continually show casing beautiful use of structure, tailoring to rival that of Saville Rowe and sharp, power-dressing silhouettes, Jaeger is the go-to for the classic look . This however has led to suggestions that their image exclusively embodies the traditional and perhaps rebuffs more contemporary trends.

However, the launch of ‘Boutique’ by Jaeger has completely dispelled any such myths. ‘Boutique’ takes inspiration from the nostalgic times of Andy Warhol: exciting vintage 60’s inspired graphic prints, flirtatious peter pan collaring and dresses cut in a fashion that is reminiscent of the factory girls. The collection exudes quirkiness, spirit, flare and class. Chic, coquette style prom dresses have featured in both their Spring/Summer and Autumn/Winter collections and prove popular to date. Their refined choice of prints and garments consistently reflects the changing catwalk trends. Polka dots and sequins are much welcomed in their current Autumn/Winter line which also features a number of Little Black Dress options to flatter all shapes.

Unique and powerful flashes of vibrant colour appear throughout. Items such as the hot pink ‘Valentine Cocoon Coat’ and red ‘Coco Wool Cape’ are as tantalising as they sound and are fast becoming winter investment piece must haves.

To conjure up an image of the ‘Boutique’ girl, picture a hybrid of Alexa Chung, Sienna Miller, Pixie Lott, Diana Vickers, Audrey Tatou and throw in a bit of Gwen Stefani for good measure. Youthful, off-beat, fresh, polished and an ever present effortless sophistication that most young women aspire to. ‘Boutique’ will appeal to many; ‘the indie kid’, ‘high end fashion follower’, ‘kitsch vintage shop trawler’ and ‘young professional’.

The quality of material is very evident. Alluring amounts of mohair, rich denim, corduroy and silk just beg to be touched. Names such as Olivia Pallermo and Alexandra Burke adorned ‘Boutique’ in London Fashion Week, a true testament to the collection’s appeal. Although there is a great mixture of textiles involved in the ‘Boutique’ Autumn/Winter collection, another key feature of its overall image is the innate minimalistic quality of each garment. Fine and intricate detailing such as the piping of their ‘Cropped Wool’ blazer create a high brow feel to each piece whilst retaining its simplistic beauty. ‘Boutique’ by Jaeger remains true to Jaeger’s eternally classic style but pairs this with a playful contemporary vibe, making it a staple for the modern classic young woman.

‘Boutique’ by Jaeger is available on the womenswear floor at Jenners, Princes Street, Edinburgh