The collection is a real diffusion which claims to ‘capture the liberated spirit of the 60′s marrying it with a contemporary rock and roll vibe”. Apparently it’s been inspired by the explosion of street bloggers and their photos of style icons. Go street bloggers!
This is the first season the new brand has been sold outside of London, and even now it’s only available in a handful of select city locations across the UK, Cardiff being one of them!
It’s around 30% cheaper than the mainline, so prices are still relatively high (from £50 – £400), and it’s aimed at 20 and 30 somethings, so the daughters of Jaeger customers. It’s all available at House of Fraser in the capital.