London-based lingerie brand Alöe has been selected by Jaeger to appear in its flagship Regent Street store.
In a reversal of the decades-long trend for retailers to focus increasingly on mono-brand stores, Jaeger is experimenting with stocking independent labels to sit alongside its own collections.
The Jaeger Boutique Gallery opened earlier this month featuring a carefully edited line up of British brands including womenswear designer Preen and fashion jeweller Mawi.
Alöe, which is celebrating its 10th anniversary this year, was created by Claire Judge. Her collections of ready-to-wear fashion and lingerie draw inspiration from her love of vintage fashion, her Anglo-Chinese heritage and from a desire to design an elegant line of lingerie that fuses seamlessly with a stylish wardrobe.
"Beautiful lingerie makes women feel special and gives women a feeling of sensuality and softness," says Judge.
Alöe other outlets include Fenwick, Coco De Mer, Topshop and Frou Frou lounge.