Boutique by Jaeger

JAEGER OPENS

BOUTIQUE BY JAEGER

POP-UP SHOP

Jaeger, the heritage British fashion brand, is proud to announce the opening of its Boutique by Jaeger pop-up shop in London, on 7th August 2010.

Boutique by Jaeger captures the liberated spirit of the 60s and marries it with a contemporary rock 'n' roll vibe. Coquettish minis, punkish zipped coats, witty knits, micro tuxes, zippered silk dresses and leather rolled up shorts all give a look brimming with attitude. This dazzling new collection of eye-candyish separates for the fashion-fervent young woman is the ultimate dressing-up box for any shopper-turned-self-stylist.

This exhilarating new line boasts the quality, attention to detail, and eclectic style for which the 126-year-old company is justly renowned, while inviting a whole new generation to fall in love with the label.

The Boutique by Jaeger pop-up shop is located off the iconic Carnaby Street, at 10 Foubert's Place, in London's West End. The shop will feature a bespoke shop fit, the first of its kind developed by Jaeger, and will showcase the complete Boutique by Jaeger Autumn/Winter 2010 collection.

The Boutique by Jaeger pop-up shop will carry the complete Boutique by Jaeger collection as well as offering a unique selection of highly covetable accessories and gifts from other hot brands such as: Origami pendants, Les Nereides chains & charms, Stenoflex pinhole cameras, hot shades of the season from Essi, fashion books from Assouline and a range of quirky stationery. A listening post from Rough Trade, the legendary independent record shop, features a hand-picked collection of classics albums and compilations through to the hippest new releases – try before you buy. A carefully edited treasure trove of vintage brooches and pins sits alongside the Boutique accessory collection. Highlights from the Jaeger London collection, including accessories, can additionally be found on the shop’s lower ground floor.

Belinda Earl, Jaeger’s Group Chief Executive, comments: "The opening of our Boutique by Jaeger pop-up shop in the heart of the West End introduces the Jaeger brand to a new, younger shopper, while providing a unique shopping experience for the existing Jaeger customer. I am absolutely delighted to welcome the Boutique by Jaeger girls into the Jaeger fold."

Boutique by Jaeger will also be available in selected Jaeger stores from 7th August and online at www.boutiquebyjaeger.co.uk from 5th August 2010.

Media Enquiries:

Jaeger Press Office

Tel. +44 02(0) 7979 1128/9

press.office@jaeger.co.uk

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