London Fashion Week designer Mary Katrantzou is to launch her first transactional website later this month, which will act as the designer’s “flagship store”.
Launching on November 20, the site will house the brand’s Autumn/Winter 2013 collection, as well as offering 45 exclusive, limited-edition pieces based on Katrantzou’s debut resort collection for spring 14.
Initially shipping only to Europe, Katrantzou stated to WWD that the online store will ship to the US with the Spring/Summer 2014 collection.
Explaining why it's taken a while for her to have a store of her own, Katrantzou told WWD: “The website has said ‘Coming Soon’ for the past four years. We’ve been designing it for over a year, and it took a lot longer than we anticipated.”
As well as being transactional, the new website has also been designed to build brand awareness and create a ‘community’ for customers and will include imagery, press, news and event sections, as well as a live stream for its social media channels.
To launch the site the designer has produced a series of films that relate to the passage of time and to her collections.