Thursday 2 May 2013

Jaeger, London

With a heritage dating back to 1884, this enormously iconic British brand in the heart of London's West End, Jaeger has had new life pumped into its veins with the launch of their stunning newly refreshed store. Linking its incredible heritage with the contemporary shopper the Uber creative (and actually damn right deliciously clever) guys at Elemental Design worked in conjunction with the brand to turn their tired (our words) looking space into one of the most desirable places and spaces on the high street.  Thankfully, as heritage is one of the few things we have left in Britain which generates the desirability to be a part of either through buying into it or through products or places, we feel assured that this national treasure of a brand is in safe hands and through this fantastic reinvention will continue onward for yet another century. This gorgeous Boutique Gallery features ready-to-wear, accessories and jewellery from the best of British brands  So, if you've lost touch with this store or only give it a cursory glance, then do swing by and take another look?

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