Alöe selected by Jaeger for Boutique Gallery

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.

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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.

 

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