As the heavens opened and decided to drown Sommerset House yesterday Jaeger brought out playful broiderie anglaise dresses, summer stripes and wide brimmed sunhats. The front row was impressively full, with Olivia Palermo, Pixie Lott, Laura Bailey and Grace Woodward all taking pride of place. The Jaeger girl definitely has some cool about her.
The season’s yellow is here but in a more subdued pastel tone and interspersed by one of the season’s other big colour stories, white. The crisp white cotton pieces are just asking for an outing on a balmy July afternoon in the city, playfully cut out geometric shapes adding some youth to the pieces.
Stripes are back in next season also it would seem, from the brightly striped beach suitable pieces through to the blue and white fine striped tailored jacket which is sure to find a home in every Jaeger girl’s wardrobe.
As the show progresses the palette shifts into something slightly darker. Ochre tones creep in along with navy and black before we finish with a serious of sheer pieces featuring bow detailing. There’s one beautiful little jumpsuit featuring slashed sleeves with bows running down your arms. It’s a sweet little detail here and a sharp contrast to the playful stripes appearing earlier in the show.
Jaeger’s definitely one to keep and eye on, it’s an interesting label to see develop as it’s customer evolves and in my eyes takes on a more youthful air.