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For the past 2 years H&M has run their Fashion Against Aids campaign. Now they have released this years campaign that features a mostly British cast, made up of Elizabeth Jagger, Josh Beech and Lou Doillon ( the daughter of Jane Birkin for whom Hermes' Birkin bag is named after).

This year H&M is launching their first festival collection.The collection will be released on May 20 and 25% of sales will be donated to youth HIV/AIDS awareness projects to promote safer sex. The collection will be available at H&M Divided departments. The range is bohemian inspired and features a variety of silhouettes including maxi dresses, denim dresses, cropped shorts and drummer boy jackets.

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Jaeger Launches a Boutique Line

Boutique by Jaeger modelled by Stephanie Rad from Storm Models

I know we just posted about Jaeger but I thought this little development was exciting enough that it deserved it's own post. Over the past 2 years Jaeger has revitalised the brand and become a staple on the London Fashion Week Calendar.

Now the brand is branching out and starting a new line called Boutique by Jaeger. The new diffusion line is targeted at the 18-30 market. It draws inspiration from the 60's Young Jaeger range. Design director, Stuart Stockdale's muse for the collection is today's modish young Londoner. This woman is edgy, brimming with attitude and intoxicated by fashion.

Gone are the days when Jaeger was thought of as brand only for older women. Now the brand appeals to every generation.

Boutique by Jaeger will launch in July and according to Vogue, It will retail for 30% less than the Jaeger main line.

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Jaeger AW 2010 :Press Day

I was raving about the clothes when Jaeger showed this collection at London Fashion Week. What I didn't realize was how amazing the accessories were. From the bags with the zip detailing to the mesh platform heels. Its very young and fresh but its got that flair and element of sophistication that Jaeger is synonymous with, its very Blair Waldorf.