Designer A-Z

Jaeger London

Spring/Summer 2012

SHOW SCHEDULES

By Emma Sells

The Jaeger team must have a challenging job.

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How to create a collection that's directional enough to sit on the LFW schedule without scaring off their core customer? They manage it by cleverly styling their pieces, mixing classic summer staples with more trend-led creations.

Jaeger being Jaeger they have, of course, got your summer working wardrobe covered - great A-line skirts, printed blouses, neatly cropped jackets and chic tailored shorts - and the clutch of dresses made from tulle layered over pale, delicately printed silk will stylishly solve the problem of what to wear to weddings. For the slightly more adventurous there were gaucho-style jackets, leather shifts and pencil skirts with geometric cut-outs and scalloped edges, and the occasional sheer panel. And for the younger set there were light and airy pleated dresses and a great cropped bomber jacket in boldly coloured stripes.

If Olivia Palermo, Laura Bailey and Lorraine Kelly, all sat front row, represent the broad spectrum of the Jaeger audience then there was something for everyone. We’re just keeping our fingers crossed that plenty of it makes it off the runway and into stores.