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Live in luxury: Top brand Jaeger is relaunching in Belfast

Jaeger is on the move in Belfast with a stunning new fashion collection

By Staff Reporter

Luxury fashion brand Jaeger is to launch its relocated Belfast city centre store tomorrow, just in time for Christmas. The new-look shop is located in the city's prime fashion destination, Arthur Street, and marks more than 50 years of the brand's presence in Belfast.

The move is aimed at returning Jaeger to its position as one of the UK's best loved, premium heritage brands under the direction of Colin Henry, chief executive, and creative director Sheila McKain-Waid.

The Arthur Street building features Jaeger's bright new in-store design and encapsulates the brand's classic collections and quality craftsmanship. It is also the first new-look store in the UK to bring menswear and womenswear together.

"As we celebrate 130 years, it's never been more timely for us to draw inspiration from our past to inform the future," says Mr Henry. "The new fashion design direction and retail concept are inspired by our enduring ethos that we don't sell clothes, we dress women."

The autumn/winter collection sees Jaeger at its classic best, with clean lines, fitted tailoring and elegant shades of black, grey, navy, red and beige. Pencil skirts and wide-legged trousers are teamed with polo neck tops and overcoats in rust, camel and cream.

Coat styles are unstructured, sleeveless, double-breasted and caped, in textures of wool, leather and cashmere. Dresses are fitted and chic.

The ongoing refurbishment of the Jaeger UK store portfolio is key to the brand's five-year growth strategy. The Belfast store is the second in the portfolio to undergo the treatment.

The 2,500 sq ft store will feature an interior design and shopping experience in tune with the modern Jaeger brand, inspired by its commitment to high quality and British craftsmanship. The new store will also provide a premium backdrop for both the men's and women's luxurious, modern collections and a refined shopping environment for the Jaeger woman in Belfast.

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