Visiting the brand new Jaeger London store (ad)

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I’m wearing: Shearling coat | Leather skirt | Cashmere slouchy sweater | Leopard clutch | All Jaeger AW collection | Photography: Moeez Ali

Jaeger, the British fashion brand, has just opened its brand new store on London’s Marylebone High Street – and I got a sneak peek (and an even sneakier trying on session!)

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The entrance to the new Jaeger store

The two-floor, 2000 square foot store is the latest of their twenty eight existing stores already across the UK and features a contemporary design fit in line with the brand’s new direction.

Sheila McKain-Waid, Creative Director of Jaeger, says, “We’re so excited to be opening a new store on Marylebone High Street. The area has such a great feeling of community and we’re delighted to be a part of that. The new store will embrace Jaeger’s contemporary look and feel.”

Jaeger's store features an homage to après ski wear in the Sixties - think monochrome ribbed knits, zip off sleeve sweaters and knitted culottes. Nice lights too.
Jaeger’s store features an homage to après ski wear in the Sixties – think monochrome ribbed knits, zip off sleeve sweaters and knitted culottes. Nice lights too.

I remember being taken to Jaeger as a child by my mum, who loved the quality and would save up for their coats.

The modern brand retains all of the attention to detail and luxe fabrics. And I’ve been impressed by their new Laboratory collections for the past couple of seasons, which offers a cool, modern collection of pieces that mixes street culture with the Jaeger look.

And can we just discuss their coats please? The one I’m wearing here – by Laboratory for Jaeger – is shearling – and definitely not cheap. But the colour/fabric combination and contemporary, oversized shape means it’ll work with pretty much everything in your wardrobe. For, like, ever. I’ve kept the colour palette tonal in pinks and plums – which is feminine without being too girly.

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For more details, head over to Jaeger.

This post was written in conjunction with Jaeger, but words and styling all my own work. Photography by Erica Davies and Moeez Ali.

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