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London Fashion Week: Jaeger's new take on power dressing
Karen Dacre23.02.09
FORGET frumpy pussy-bow blouses and dog-tooth blazers - Jaeger has touched down on planet fashion.
At least that's how it seemed at London Fashion Week last night, when the once dowdy high street brand unveiled its latest autumn-winter collection.
Watched by throngs of industry insiders and a front row which included Alexa Chung, Erin O'Connor and veteran supermodel Carmen dell'Orifice, the show proved to be a step forward for the brand.
Since debuting on the catwalk last February Jaeger has done much to reposition itself alongside more fashion-focused brands.
If its summer collection of girlie dresses and Seventies prints was about attracting a young audience to the store, last night's collection of structured shapes and tailoring was about getting a more grown-up customer on board.
Next winter, the Jaeger woman means business: exaggerated shoulders and box-shaped jackets echoed the sort of power dressing synonymous with the Eighties. Intricately designed, cocoon-shaped jackets and coats came in simple shades - cappuccino, grey and black - and were teamed with elegant peg trousers or pencil skirts.
The look was sleek and contemporary, waists were nipped with patent belts and legs lengthened with cigarette-cut trousers.
Though tailoring was the main focus, Jaeger's head of design, Karen Boyd, kept things interesting, making use of texture to add an element of luxury to suiting - skirt suits were worn with mohair and cashmere while flashes of fur were used on coats and skirts.
Despite this progressive collection, the regular Jaeger customer was not neglected. A series of easy-to-wear, short-sleeve printed dresses typical of the brand closed the show.
Other highlights from yesterday's shows included flowing silk dresses at Richard Nicoll and appliqué detail at Christopher Kane. London Fashion Week continues until Wednesday.
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