May 23, 2019 | By Alice Gividen
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LONDON…There is fresh blood at Jaeger in the form of a new CEO, Belinda Earl and design director, Karen Boyd both ready to breathe fresh air into the century-old apparel chain. The duo are hoping that with new line, Jaeger London, they can shed the brand’s ‘dowdy’ label for something a little more fresh and modern. This debut collection for F/W 08/09 proved that there is the opportunity to gain new (younger?) clients without alienating the existing ones. To this end, hem heights were varied ranging from shorts and minis in an ombré houndstooth worn over opaque tights to a maxi-length slim skirt in bold plaid. Sporty elements were blended in to create comfy but luxe looking suits. Some rock chick elements in the form of snakeskin and fringe were also present, perhaps a nod to local favorite, Kate Moss who has been seen sporting some pieces from the line recently.
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