Jaeger hits floating note at its second show

Mon Sep 15, 2008 6:18pm EDT
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By Paul Casciato

LONDON (Reuters Life!) - British fashion retailer Jaeger followed the success of its first show in February with an airy display of color and a hint of vintage in its Spring/Summer 2009 collection at London Fashion Week on Monday.

The 124-year-old brand impressed front row celebrity spectators such as Lizzie and Georgia Jagger and model Erin O'Connor with a mix of colors and styles that matched tailored tops, trousers or skirts to sheer floating pieces in bright colors from the English garden.

"I loved the airiness of it," O'Connor told Reuters on the sidelines of the catwalk after the show.

Slanted digitalized rainbow prints wafted down the catwalk on tops and dresses, trailed by a kaftan-like dress with envelope sleeves in oversized paisley print and jumpsuits with high waists. A black and white, slit-sleeved coat from the 1950s came fitted over a soft flirty dress in a take on the British love affair with tweed and chiffon.

The daughters of Rolling Stone Mick Jagger and model Jerry Hall exclaimed their enthusiasm for Jaeger's ability to capture a fresh look with a touch of the past.

"We liked the jumpsuits," Georgia Jagger said.

Jaeger Chief Executive Belinda Earl told Reuters after the show that customer research has led the fashion retailer's steady transformation from classic English tailoring to eclectic style for modern women of any age.

"We did lots of customer research and the customers actually said that they wanted to be up to date, they wanted to be modern, but they wanted to wear clothes that were fitted and flattered them," Earl said.   Continued...