Introducing the stylish star of our Spring/Summer '16 campaign (and the new-gen photographer who captured it)

What do Dree Hemingway, Boo George and Mancunian Victorian baths have in common? Jaeger Spring/Summer '16. It's time for something new…

Model, actress, and aspiring writer: there aren't many things that 28-year-old Idaho-native Dree Hemingway can't do. The granddaughter of world-famous author Ernest Hemingway and daughter of actress Mariel Hemingway (best known for her unforgettable role as Tracy, Woody Allen's girlfriend in Manhattan), she has had quite the lineage to live up to. But with impressive campaigns under her belt for the likes of Gucci and Valentino and a blossoming acting career, the achingly-cool blonde has carved out a career all her own. Splitting her time between L.A, New York, Paris and Milan, her nonchalant approach to dressing is perfectly suited to her busy schedule and jet-set lifestyle ‒ and our travel-inspired SS16 collection. "For me Jaeger is the epitome of effortless style. My personal taste is less is more, which is reflected in the collection," Hemingway explains. Cue our relaxed

separates, draped khaki jumpsuit (this season's hero piece) and pops of orange that highlight everyday dresses and blazers in a completely new, fashion-forward way.

So, with our model-of-the-moment and directional location in place ‒ hand-picked by our very own Creative Director of Womenswear Sheila McKain-Waid ‒ we needed a new-gen photographer to capture it all. That's when we thought of Boo George. After his big break in 2010 ‒ courtesy of Love magazine's Editor-in-Chief Katie Grand ‒ the Irish lad from County Wicklow has since shot for the likes of British Vogue, i-D and W. Drawing inspiration from his idols Richard Avedon and Irving Penn, the former assistant to Bruce Weber has developed an aesthetic that is instantly recognisable and has established himself firmly in the fashion fold. He also joins a legacy of photographers, including David Bailey and Norman Parkinson, who have helped to shape Jaeger into the modern brand it is today. "I always like working with Boo. He always brings out something new, something you haven't seen before," reveals Hemingway. And, our Creative Director of Womenswear Sheila McKain-Waid couldn't agree more: "Boo managed to capture the colours and the intricate tilework of the Victorian swimming pools even better than I had imagined. From the first shot, I knew it was working and the images were perfect for the new feeling of Jaeger."

And, it's not just womenswear that's had a relaxed refresh. Modelled by Matthew Bell, spring's offering is all about considered casualwear. Think lived-in denim shirts, garment-dyed chinos and our SS16 favourite: the bomber. Even outerwear and tailoring have been given the nonchalant treatment with unstructured shapes, light-as-air fabrics and on-trend colours. Who knows, it might even bag you a beautiful blonde…

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