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Belinda Earl

Chief executive, Jaeger and Aquascutum

My favourite trend of the decade has to be the current resurgence for sartorial tailoring. Taking the structured shoulder and making it into a design feature has been hugely successful across jackets, dresses and coats.

I was probably the most surprised by the trend for shorts, which took off in 2006. It has been interesting to see how the category has moved on as the consumer embraced wearing a tailored short.

However, the dress has definitely been the strongest category of the decade. At Jaeger this started with a great woven black dress and went through to knitted dresses and jersey dresses - our customer can never get enough. For me, the product I will cherish most from the past decade has to be my Jaeger simple, iconic chiffon blouse with tiny star trim.

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