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Jaeger, Aquascutum, ASOS.com and Yellowdoor open to the Fashion Press


On 14th April 2010, Fashion opened its doors to introduce what trends we can expect for the next season.


We discovered with pleasure Boutique by Jaeger, its new brand launched for women. First inspired by the 60’s fashion woman, Boutique still has a rock n roll vibe which gives it a younger vibe. It respects the colour’s trend such as black, camel and silver.

The clothes and accessorizes will fit perfectly in today’s urban woman’s wardrobe. We also saw the Jaeger Black range embellished with Swarovski crystals. The Jaeger black range is made in Fashion Enter’s Workshop in Haringey.


Alternatively, Aquascutum reveiled their AW10 collection Trendy accompanied cashmere focused line such as lace, knots and belts are here to accompany the hot but nice materials of the next winter (cashmere in the main part).

Similar to Jaeger, Aquascutum maintained a similar colour pallette of black, nude gold and silver. More adapted for evening, Aquascutum introduced a detail focused collection which will fit well within the London woman’s closet.

“Yellow doors”showcased many brands including Acne, Republic, Holland Holland, Comptoir des Cottoniers and A-Love of Asos.

These younger brands fit a younger female target audience offering clothing for nights out with friends.

Jesire presented unique styling for AW10 including cashmere and wool printed with animal, nails, and shining details.

Comptoir des Cottoniers and Asos introduced a fresh and colouful collection perfect for the summer. Moreover, the clothes that will be in stores soon, are competatively priced and include some great little thrifty numbers.

For a full review of the ASOS.com AW10 Press day please click here.

By Clare Bouchet

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