Prints are all the rage at Jaeger this season, with painterly florals, birds, Aztec-inspired and paisley featuring on its mainline and Jaeger London collections, which also nod to the boho trend via the prints and smock tops. Structural shapes are also seen on voluminous hip skirts and trapeze dresses. The retailer’s 125 collection, which celebrates its 125th anniversary this year, showed off an impressive collection of archive-inspired dresses.
London Fashion week label Jaeger London and Jaeger’s mainline collection make up half of the offer in the store, with the former taking up the front of the shop, while menswear and Jaeger 125 complete the rest. Dresses are the highlight of 125 and Jaeger London – and are given pride of place on mannequins – but the core collection is separates-heavy, with a focus on smart blouses and tailored trousers.
Jaeger 125 is given a quarter of the space at the back of shop, but there is no clear signage or merchandising to describe the collection – a customer has to ask the assistant to explain the concept. It’s a shame as it marks an important anniversary for Jaeger and it’s a beautiful, dress-led collection. Jaeger London and the mainline are clearly differentiated and staff are helpful, but not pushy.
Jaeger London may be trying to position itself as a directional, designer label, but it is yet to be accepted as such by its customers. A cotton Aztec-print dress is a whopping £299 – the same as a silk smock paisley print dress. A white cotton dress with broderie anglaise at 125 is beautiful but way too much for £350. A skirt and jacket combo comes in at just under £500 – a suit is cheaper at Hugo Boss.