Lines We Love: Boutique by Jaeger

– By Ali Roff –

Boutique by Jaeger Spring/Summer 2012

An exciting introduction for the younger generation to an iconic British fashion brand, the energetic new line for the fashion-avid girl, Boutique by Jaeger recently celebrated its first birthday. While Jaeger continues to impress on the runway each season, the British fashion house adds yet another string to its bow with this excitingly zingy diffusion line designed with the younger fashion-conscious girl in mind.

Jaeger has long been known and loved internationally for its contemporary designs and impressive history. Established over 125 years ago, Jaeger is well known for promoting the benefits of natural animal fibres, contributing to the war efforts during both World War’s, and playing a forceful role in introducing the first washable fabrics in their sportswear lines. Jaeger’s fan-base of fashion icons throughout the brand’s lifetime is impressive, from the iconic Marilyn Monroe, Jean Shrimpton and Twiggy, to more recently Kate Moss and Claudia Schiffer.

Aside from launching lines Jaeger London and Jaeger Black, the brand won a place showing its first collection at London Fashion Week in February 2008 and has looked at home on the London catwalk ever since. Olivia herself has long been a fan of Jaeger’s timeless yet fresh-faced style, showing her support on the SS12 front row last year.

Now, directed by Design Director Stuart Stockdale, the diffusion line Boutique by Jaeger takes the illustrious high quality and timelessly chic style that Jaeger is so well regarded for, and fuses with a fresh, youthfully irreverent attitude, producing a line which is playfully expressive and versatile, at a discount to the price of the original Jaeger line.

Boutique by Jaeger Spring/Summer 2012

The latest SS12 collection takes advantage of a vibrant colour palette in which warm Tikka and Cinnamon orange, Banana Milkshake, China Blue and a fun Bubblegum Pink all feature heavily. Quaint sailor collars adorn blouses and dresses, and a watercolour stripe organdy prom dress exudes a youthful energy, while stars of the show fluoro summer tweeds team well with fun polka dot blouses. A range of separates creates an adaptable wardrobe, encouraging versatility for the girl who is obsessed with fashion. Go ahead and fall in love with the new SS12 Boutique by Jaeger collection.

Born and based in London, Ali Roff has grown up surrounded by the eccentric and exciting style that London fashion has to offer. She can regularly be found visiting London’s famous markets and museums such as the V&A, and also maintains her personal blog,

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