I am sure I am not the only one who gets ridiculously excited when a new package arrives. The trembling excitement, the nervous thrill (hoping that I will love it as much as I think I will) and the knowing justification that I have (hopefully) just made a really good investment. Packaging (and really good packaging) is too often underrated. Personally, I always remember my initial first impression when I receive a branded delivery; and for any future orders, I more often than not opt for the retailers that offer that really thorough, high quality and consistently good presentation. Sure, we all want to unravel, and get to the content sooner rather than later; but sometimes it´s the actual thrill of opening a really beautiful box and sifting through the layers of silky smooth tissue paper, which is the real excitement…

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Good packaging doesn’t (or definitely shouldn’t) mean that you have to spend into your thousands (in which case, excellent packaging should be a given). However I am always pleasantly surprised, when I order something from the high street, and the attention to detail is top notch. Point example? Jaeger´s new fresh packaging.

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It´s not extravagant or over the top, with it´s soft signature yellow, combined with the muted grey elements. It´s simple and good quality – just the way I like it, and a true reflection of what one of my favourite British heritage brands, represents and stands for.

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…now, let´s move onto what´s actually inside the box! Jaeger is known for it´s classic and simple pieces, with that added edge. In terms of knitwear, it´s one of my go-to designers (already owning far too many than I would like to admit), with it´s incredible quality and clean-cut details. There is a reason why I´ve been have handed down Jaeger pieces from my mum´s wardrobe collection from the 70s and 80s (notably a cashmere camel coat and oversized cardigan) – as their timeless pieces certainly stand the test of time.

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I own far too many black and grey jumpers; but not enough in soft camel and sand tones. So when I spotted this warm wool, textured jumper from Jaeger´s new knitwear collection, with the curved hems and loose fitted style, I was sold.

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It will go with everything, from my favourite ripped denim and casual trainers…

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…or just add a heel, and you’re set for business.

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Jaeger Jumper
ASOS Jeans
Vans Shoes
COS Heels
Edge of Ember Earrings

Created in collaboration with Jaeger. All words, opinions, styling & creative direction are, of course, my own.

Photography by Iona Macleod.  



  1. February 3, 2017 / 17:27

    My Mum is obsessed with Jaeger and always has been. They make such classy items x

    • Anneli Bush
      February 7, 2017 / 10:10

      Agree! x

  2. Harriet
    February 3, 2017 / 17:58

    Great post Anneli!

    • Anneli Bush
      February 7, 2017 / 10:10

      Thanks Harriet!

  3. February 6, 2017 / 11:52

    The sweater is beautiful Anneli and the color suits you very well.
    As much as I love a luxurious packed product at the end all I’m left is the guilt of creating too much waste. We recycle at my home of course, but I believe another solution with all this waste has to be found.

    Love from

    • Anneli Bush
      February 7, 2017 / 10:11

      Thanks Tatjana!

    • Anneli Bush
      February 8, 2017 / 17:53

      Thanks Sarah! x

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