Matthew Williamson launches buy-now and wear-now range

Former London Fashion Week designer, Matthew Williamson, has introduced his debut buy-now, wear-now collection, as the fashion house continues to realign its business model.

The collection launch follows on from the designer's previous decision to focus on a direct-to-consumer sales model, which saw the shuttering of his New York and London flagship stores.

Currently available online via the label's store and through Net-a-Porter.com, the new collection, named Amazonia, featured hand painted floral prints and wildlife patterns on silk blouses, maxi skirts and dresses. Collection accessories include printed silk scarves, crystal adorned sunglasses and belts.

In addition, the collection also features beachwear, which is set to become a permanent part of the range, according to WWD. Prices for the collection range from 195 pounds for a bikini to 2,295 pounds for a gown. Amazonia is the first collection from a six collection annual drop, with each range to be named after its source of inspiration or theme to underscore the label's seasonless vision.

Although the designer previously shunned the traditional fashion week schedule, he is set to make a return to the London Fashion Week calendar this September, in honour of his eponymous label's 20th anniversary. The show will align with his new business model and the collection shown will be immediately for sale following the runway presentation. In addition, Williamson will continue to host trunk shows and hold one on one appointments with exclusive clients to help promote his ready-to-wear collection.