NEW LOOK: The British label Jaeger has opened its fourth store in London at 12 Marylebone High Street, and the first to showcase the new packaging and the brand’s latest launch, a casual range that takes its cue from vintage Sixties après ski wear.
The 2,000-square foot store spans two floors in a building that dates from the early 1900s. It carries the fall-winter 2016 line of women’s wear, men’s wear and accessories. The new Sixties-inspired range includes a colorful lineup of separates such as sweaters with zip-off sleeve, knitted culottes, textured leggings and oversized outerwear.
That collection is priced from 65 pounds, or $79, for a striped snood to 399 pounds, or $487, for an oversized jacket. The line will debut in the Marylebone location, and will launch in other stores the week of Nov. 7.
The store will also showcase the brand’s revamped packaging in a bright color motif, as seen on shopping bags, online order boxes, and pouches for accessories, gift cards and wallets.
“In line with Jaeger’s contemporary new product offering, we’re redesigning our packaging to reflect a more innovative, bold and considered Jaeger brand,” said Sheila McKain-Waid, creative director of Jaeger. “This includes the new color scheme, which was inspired by imagery from our archives, and better emulates the look and feel of our new product offering.”
McKain-Waid also designed the store interiors with a minimalist aesthetic.
As for the move to Marylebone, McKain-Waid said the area “has such a great sense of community, and we know that the Jaeger customer lives and shops there. As an established shopping destination with a vibrant mix of brands and local businesses, it’s the perfect location for a Jaeger store.”
Launched in 1884, Jaeger operates 28 stores in the U.K.