Sacha Newall, the former head of sales and marketing at former premium etailer My-Wardrobe.com has launched a new luxury women's wear label under the My-Wardrobe name. "Relaxed luxury at accessible prices, with a focus on natural fibres and easy-to-wear shapes," is how Newall describes the label, according to Drapers.
The new brand, which offers "everyday luxury" pieces, such as silk t-shirts, cotton tops and cropped cardigans in neutral, muted tones was inspired from the "laidback glamour" of the Amalfi coast in the 1980s. Newall tapped Antonio Guarnieri, who previously worked with luxury designer Emilio de la Morena, as creative director for the brand.
The spring/summer 2015 collection is designed to be under 100 pounds at retail, with independent retailer Vanilla in Oxford being the label's first confirmed stockists. "We want to support our retail partners with fast replenishment and no minimum orders, and we won’t be selling directly or online to compete against our stockists," she said. "Because of our manufacturing partner in the Far East, we can offer exclusive ranges too."
The new label is back by investment from a Chinese manufacturing partner Bruce Yin. The launch comes half a year after the etailer My-Wardrobe.com ceased trading and sold off its domain name to the Net-a-Porter Group.