British heritage retailer Jaeger will make a play for a slice of the premium young fashion market in autumn with the launch of a younger, lower-priced sub-brand called Boutique by Jaeger.

Boutique by Jaeger is aimed at the 20-plus woman and retail prices will start at £35 for a top, around 20% lower than Jaeger’s current entry price point. It will compete with the likes of All Saints, Reiss and Whistles.

The collection, which includes dresses, tops, knitwear, skirts, trousers, outerwear and accessories, will draw from Jaeger’s archive, taking inspiration from the retailer’s now defunct 1960s high fashion collection Young Jaeger, but adding a modern rock-inspired styling.

Boutique by Jaeger will launch in Jaeger stores in July.