Who started it? British brand Jaeger is not new on the fashion scene but its latest collection has created a buzz among editors. Founded by Lewis Tomalin in 1850, the brand was inspired by the studies of physiologist Gustav Jaeger, who suggested humans would be healthier if they dressed in clothes made from animal hair, principally wool. Jaegar quickly made a name for itself by using high-quality fabrics such as alpaca, vicuna and camel hair combined with affordable, elegant tailoring. It became one of Britain's leading retailers and remained so until the 1990s, when it fell out of step with the younger market.
The company got a new lease of life in 2003, when new owner Harold Tillman appointed Karen Boyd designer of womenswear. Belinda Earl (former chief executive at British department store Debenhams) followed, becoming chief executive in 2004. In February last year, the brand showed Jaeger London, a line focused on younger women, at London Fashion Week.
Why we love it: Jaeger London's designs have mixed British heritage with modern, innovative fabrics and cuts. The newfound appeal is in its mixture of elegant and edgy but androgynous designs, such as slouchy wide-legged cropped trousers combined with a tailored jacket for a feminine touch. The autumn collection features moulded coats with curved seams, creating a cocoon structure around the body. Boyd also plays with graphical black appliqu?stripes contouring the body on loose-fitting dresses and jumpers.
What we'd pick: the subtly bold over-size knit sweater (right; HK$3,400) and the horizontal-striped double-face coat (top; HK$6,900) for cool autumn evenings.
Where can you get it? The Jaeger London collection is available at Harvey Nichols, The Landmark, Central, tel: 3695 3388.