Jaeger AW 16/17 campaign fronted by British supermodel Sam Rollinson

BRITISH fashion brand Jaeger has chosen UK model Sam Rollinson to be the ambassador of its AW16 campaign.

BG406_JAEGER_210616_010_415_v4_RGBSam Rollinson. Photograph: Boo George

Immortalised by New York-based photographer Boo George – who has previously shot Dree Hemingway for Jaeger’s Spring/Summer 16 campaign – set up camp in an East London car-park in the very early hours of the morning to produce the photographs.

BG406_JAEGER_210616_030_059_v4_RGBMatthew Bell, Sam Rollinson and Ben Allen. Photograph: Boo George

Stealing the show is London and its ever-glowing skyline, populated by models Ben Allen and Matthew Bell, complimenting the enigmatic urban scenery.

BG406_JAEGER_210616_040_003_v3_RGBBen Allen. Photograph: Boo George

Fully embracing its new contemporary aesthetic – Jaeger’s 2016 spirit is innovative and easy to reach with its street-chic lines and powdery colours, lending ready-to-wear its full meaning.

Sam Rollinson was also the cover star of this spring’s issue of Glass entitled Unity.

by Salomé Baudino

You can e-shop Jaeger’s 2016 collection now.

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