Friday, March 16, 2007

The Brit-Chic Jaeger

If you think this is a new brand conceived by the age-old Mick Jagger of the Brit rock ensemble Rolling Stones, you are totally wrong.

Jaeger is
is a luxury British brand renowned for designing stylish, innovative and superb quality womenswear, menswear and accessories. Founded 122 years ago, Jaeger is firmly established in the fashion market as a premium brand.

The story began in 1850 when a Zoology and Physiology professor at Stuttgart University named Gustav Jaeger in his book suggested that humans can be healthier if they dressed in clothes made of animal hair, principally wool, and avoiding vegetable fibers like cotton and linen.

The book inspired Lewis Tomalin, a British accountant who translated his work and believed that the British society should benefit from the doctor's theory. He then opened a shop at Fore Street in London under the name Dr. Jaeger Sanitary Woolen System.

The first Jaeger store was opened in 1884 and sell a range of clothes made from wool. 100 years later, Jaeger began to offer clothings in bold colors with aim on the leisure market through the designs of yachting, cricketing and even for sport spectators. This time the brand focuses on the young generation aged 18 and above because at this period, youth are active and playful, suitable with the designs that they created. In 1990, Jaeger went through a difficult period and after a change of management, the brand was revived.

Today, Jaeger has once again soared into the fashion world and more than 30 stores were opened by 2006. In Fall 2006, the brand launched its Black collection, a sublimely 30-piece collection available at only six Jaeger stores. Furthermore, two of the brand's bags, Barcelona and Bond have both received the status IT Bag and are toted by It girls and celebrities around the world. This season, Jaeger is offering fashionistas a multiple choices of looks for you to choose from.

For men, the Formal Jaeger men look are focused on the classic cuts with unprecedented attention in details to deliver clean, sharp and easy-to-wear formal look. In Casual, the relaxed and versatile separates delivers a distinctly nautical looks with the usage of natural hues such as stone, oatmeal and taupe offset by a dazzling array of gingham and stripes. Time to wind up with the Resort collection. Canary yellow, mint green, turquoise, deep red and powder blue dominates the collection and evokes the spirit and mood of Steve McQueen.

In womenswear collection, Modern Tailoring is all about the fresh start that takes place in the season, with midnight blue dominates the palette. Add a dash of ivory, lobster red and boat blue with some emphasizes on graphic stripes and geometric prints to complete the look.

The feel of 60's comes alive in Monochrome Chic look. A-line dresses and tulip sleeves provide the key silhouettes while details like cutwork borders, empire lines, ruffle trims and bold circular prints on couture ottoman base frabrics defines the look.

Fancy for a trip to Safari? Then get yourself in the Colonial Chic mood. Safari jacket, lightweight rainwear, and tafetta poncho in the hues of chocolate and other natural hues are with detailing of brass eyelets, bone buttons and pockets are the key looks.

For those who loves graphic, the Abstract Separates offers you dresses, jackets, skirts and blouses in the color palette of absinthe green, vermilion orange, white and black with palm prints, stripes and gingham checks. Last but not least is the Feminine Flair that exudes unfussy and blooming glamor. Ladylike dresses with frills and ribbon details on the soft fabric perfected the feminine look.

Jaeger's Spring/Summer 2007 collection is available now at all Jaeger stores and corners around the world. Should you fall in love with Jaeger's latest collection, you can always visit one of the 30 Jaeger stores available around the world. For those in South East Asia, apart from Japan and Korea, the nearest Jaeger stores are in Taiwan.

*Photos courtesy of Jaeger.

Jaeger -
Ta Lee Isetan 4F, No. 59 Wu Fu 3rd Road, Kaohsiung, Taiwan; Chung Yo 2F, Building A, No. 161, Sec. 3, San Ming Road, Tai Chung, Taiwan; SOGO Chung Li 4F, No. 357 Yuan Hua Road, Chung Li, Taiwan; SOGO 4F, No.45 Sec.4 Chung Hsiao E. Road, Taipei, Taiwan.

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